Smartphone Swipes Stimulate Ad Attention Yet Diminish Brand Memory: Unusual Actions Enhance Attention Span for Ads
In a recent study, researchers have challenged the common assumption that atypical swiping on smartphones increases ad attention and recall. The study, which involved a mobile eye-tracking experiment, revealed some surprising findings that could have significant implications for advertisers.
The experiment, conducted to study the impact of typical and atypical smartphone swiping on advertising reception, found that atypical swiping indeed increases consumers' visual ad attention. However, this increase is short-lived, as atypical swiping was found to demand cognitive resources, diverting them away from the ad. This phenomenon, termed the "motoric vampire effect," suggests that atypical swiping poses a threat to advertising effectiveness.
Contrary to what some advertisers might believe, the study's findings highlight that atypical swiping actually decreases brand recall. This finding challenges the notion that atypical swiping could be used to increase attention and brand recall.
The authors of the study, who developed a taxonomy of motor actions consumers exhibit when browsing social media, call for a re-evaluation of the strategies used by advertisers to capture consumers' attention on social media. They suggest that continued research is necessary to identify ways to mitigate the negative effects of atypical swiping and improve advertising effectiveness.
The study's results imply that the relationship between atypical swiping and advertising effectiveness may not be straightforward. Consumers' swiping behavior on social media determines their exposure to advertisements, and a better understanding of this intricacy is crucial for advertisers.
The findings of this study underscore the need for advertisers to reconsider their strategies when it comes to capturing consumers' attention on social media platforms. As consumers' swiping behavior continues to evolve, so too must the strategies of advertisers who seek to engage them effectively.
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