Neuromarketing cues: an eye-tracking study on mother’s visual attention to organic vegetable advertisement

This research investigates the impact that different aspects of advertising have on the attention that a consumer pays to a certain advertisement. To investigate the correlations between the components of advertising and the attention arousal of consumers, six different aspects were tested. After collecting data from mothers, a heat map analysis was performed. The findings suggest that both the text and the visual components of the advertisements influenced the viewers' levels of attention. This research provides two possible hooks that might spike a consumer's attention and arousal in an advertisement. It is the image of a mother and kids together with the quote. The research presents how mother’s attention can be triggered by organic foods, which can help food advertisers to understand better the role of marketing cues in influencing consumers' purchase decisions.