Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads
- Diego Gómez-Carmona 1
- Serafín Cruces-Montes 2
- Pedro Pablo Marín-Dueñas 1
- César Serrano-Domínguez 2
- Alberto Paramio 2
- Antonio Zayas García 1
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1
Universidad de Cádiz
info
- 2 Cádiz University
ISSN: 0718-1876
Año de publicación: 2021
Volumen: 16
Número: 5
Páginas: 1648-1666
Tipo: Artículo
Otras publicaciones en: Journal of Theoretical and Applied Electronic Commerce Research
Resumen
The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.
Información de financiación
Financiadores
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Institute of Research and Development Social and Sustainability
- PR2017-039