The Effect Of Sexual Appeals And Product Involvement On Consumer’S Attention To Online Advertising:An Eye Movement Study

With the rapid development and popularity of Internet, network advertising is increasingly affecting people’s daily life and work. Sexual appeal network advertising, as a new form of advertising, is gradually holding people’s view; and with its unique advantages, it attracts the attention and arouses the emotional resonance of consumers quickly, thus it is greatly favored by foreign advertisers. However, the domestic study for sexual appeal network advertising has been inadequate, and not formed a complete theoretical structure so far. Therefore, this paper will adopt two eye movement experiments, and explore the inner mechanism of sexual appeal network advertising. With the corresponding conclusion, the author of this paper hopes to be able to make up for the inadequacy of the current theories, and provide a scientific and reasonable guide for the advertising design and advertising behavior of enterprises in practice.The first experiment of this paper proceeds from sexual appeal elements’influence on eye movement trajectory of consumers and analyzes whether sexual appeal elements can draw consumers’attention and compares the fixation difference between men and women toward sexual appeal elements. With sufficient control of the corresponding endogenous and exogenous advertising factors, the results indicate that:when in the absence of cognitive load,(1) the participants’fixation on the sexual appeal ads is significantly higher than on the nonsexual appeal ads; and the ads of single women with exposed body get the most fixation;(2) compared with women, men are more susceptible to sexual appeal ads;(3) fixation of female participants has been influenced by sexual appeal ads, but is not as significant as male participants’The second experiment adopts two-factor repeated experimental design. With the factor of product involvement taken into consideration, this experiment explores both sexual appeal elements and product involvement’s influence on consumers’fixation. With sufficient control of the corresponding endogenous and exogenous advertising factors, the results indicate that:when in cognitive load,(1) the participants’fixation on the sexual appeal ads is significantly higher than on the nonsexual appeal ads;(2) the degree of product involvement can bring difference to the eye movement trajectory of consumers;(3) men’s cognitive ability and information processing ability is better than women’s;(4) there is no difference between men’s and women’s fixation for sexual appeal elements.