The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing
Marketers often use a visual line to divide the product information on an advertisement into left-right (or top-bottom) segments for aesthetic or categorization purposes. The present research examined the effect of the dividing line on the consumer memory. Across three studies (including an eye-trac...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-04-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.848471/full |
| _version_ | 1811271522347646976 |
|---|---|
| author | Jun Ouyang Yanli Jia |
| author_facet | Jun Ouyang Yanli Jia |
| author_sort | Jun Ouyang |
| collection | DOAJ |
| description | Marketers often use a visual line to divide the product information on an advertisement into left-right (or top-bottom) segments for aesthetic or categorization purposes. The present research examined the effect of the dividing line on the consumer memory. Across three studies (including an eye-tracking study and a field one), we showed that the presence of a dividing line enhances consumers’ memory about the products displayed on the left/top of an advertisement. This effect occurs because the dividing line orients participants’ first eye fixation to the left/top area of the advertisement, such that their visual attention is largely restricted to that area and they could better remember the contents displayed on that area. The theoretical contributions and implications for marketers and consumers are discussed. |
| first_indexed | 2024-04-12T22:21:27Z |
| format | Article |
| id | doaj.art-1bb90e48dd734e9f8c29dcec471f7d1a |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-12T22:21:27Z |
| publishDate | 2022-04-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-1bb90e48dd734e9f8c29dcec471f7d1a2022-12-22T03:14:19ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-04-011310.3389/fpsyg.2022.848471848471The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention GrabbingJun Ouyang0Yanli Jia1Business School, Minnan Normal University, Zhangzhou, ChinaDepartment of Marketing, Xiamen University, Xiamen, ChinaMarketers often use a visual line to divide the product information on an advertisement into left-right (or top-bottom) segments for aesthetic or categorization purposes. The present research examined the effect of the dividing line on the consumer memory. Across three studies (including an eye-tracking study and a field one), we showed that the presence of a dividing line enhances consumers’ memory about the products displayed on the left/top of an advertisement. This effect occurs because the dividing line orients participants’ first eye fixation to the left/top area of the advertisement, such that their visual attention is largely restricted to that area and they could better remember the contents displayed on that area. The theoretical contributions and implications for marketers and consumers are discussed.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.848471/fulldividing lineconsumer attentioneye-trackingconsumer memoryconsumer behavior |
| spellingShingle | Jun Ouyang Yanli Jia The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing Frontiers in Psychology dividing line consumer attention eye-tracking consumer memory consumer behavior |
| title | The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing |
| title_full | The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing |
| title_fullStr | The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing |
| title_full_unstemmed | The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing |
| title_short | The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing |
| title_sort | presence of a visual dividing line increases consumer memory through attention grabbing |
| topic | dividing line consumer attention eye-tracking consumer memory consumer behavior |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.848471/full |
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