Gender Differences in Visual Advertising Perception: An Eye-Tracking Study

Eye tracking is a valuable source of information for deeper understanding of consumer behaviour when being in contact with advertising. The aim of this study is to examine gender differences in the perception of visual advertising based on eye movement metrics. The research utilizes the Meyers-Levy selectivity model (information selection, information organization, information integration) and the corresponding eye-tracking metrics. The study results show differences in eye movements between genders. Male respondents demonstrate a greater number of fixations during the information selection stage when perceiving an advertising sample. Information integration also differs for both sexes: the revisit rate (a greater number of transitions from one area of interest to another) and the number of saccades are higher in male participants. Spearman’s test results show a correlation between the number of gaze returns to the area of interest and the number of fixations on areas of interest, the total number of saccades on areas of interest, and the total amplitude of saccades. Gender differences in eye movement behaviour are manifested in the metrics of “time to first fixation,” “number of fixations,” “revisits,” “number of saccades,” and “total amplitude of saccades.” The obtained results will help adapt visual advertising to the target audience. The combination of eye-tracking techniques and subsequent interviews helps to clarify the research results.