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An overstimulated consumer in a highly visual world: the moderating effect of the highly sensitive person trait on the attitude towards the ad

Author

Listed:
  • Ana Cláudia Amaro

    (Instituto Português de Administração de Marketing - IPAM Lisboa)

  • Luisa M. Martinez

    (Instituto Português de Administração de Marketing - IPAM Lisboa
    UNIDCOM/IADE, Unidade de Investigação em Design e Comunicação)

  • Filipe R. Ramos

    (Faculdade de Ciências da Universidade de Lisboa)

  • Karla Menezes

    (Universidade de Coimbra
    Instituto Politécnico de Setúbal)

  • Silvio Menezes

    (Universidade de Coimbra
    Instituto Português de Administração de Marketing - IPAM Porto)

Abstract

Brands are striving for attention and seeking to attract the right customer, therefore online advertisements have become their big new showroom. Generally, advertisements combine colored imagery and strong movements to encourage and capture the consumer’s attention. However, research shows that people may react differently to similar stimuli depending on their personality traits. This research focuses on how people with a higher sensitivity to external stimuli – commonly defined as Highly Sensitive Persons (HSPs) – react when exposed to ads with excessive visual stimuli (i.e., colors, dynamic imagery, complex layouts). Results from two studies – (1) an experiment conducted online (n = 149); and (2) a biometric data collection using Mind Wave, a brain wave-reading device from NeuroSky (n = 18) – showed that the HSP trait affects ads perception and leads to a negative reaction toward overstimulating advertisements. This study sheds some light on the literature about personality traits and online consumer behavior.

Suggested Citation

  • Ana Cláudia Amaro & Luisa M. Martinez & Filipe R. Ramos & Karla Menezes & Silvio Menezes, 2023. "An overstimulated consumer in a highly visual world: the moderating effect of the highly sensitive person trait on the attitude towards the ad," Electronic Commerce Research, Springer, vol. 23(3), pages 1429-1458, September.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:3:d:10.1007_s10660-022-09639-4
    DOI: 10.1007/s10660-022-09639-4
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