Influencia de la apelación del mensaje en la atención. Un estudio de eye-tracking

  1. Gómez-Carmona, Diego 1
  2. Muñoz-Leiva, Francisco 2
  3. Paramio Leiva, Alberto
  4. Serrano-Domínguez, César 1
  5. Liébana-Cabanillas, Francisco 2
  1. 1 Universidad de Cádiz

    Universidad de Cádiz

    Cádiz, España


  2. 2 Universidad de Granada

    Universidad de Granada

    Granada, España


Vivat Academia

ISSN: 1575-2844

Year of publication: 2022

Issue: 155

Type: Article

DOI: 10.15178/VA.2022.155.E1381 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Vivat Academia


This study analyses advertising effectiveness using an eye-tracking methodology. The research analyses differences in attention according to the type of message appeal (pleasant, neutral and unpleasant), assesses the moderating role of environmental concern and regulatory focus. The results show that negative textual stimuli receive the most attention, and that in participants with low environmental concern, low-elaboration stimuli are more attention-grabbing. In general, participants who are more concerned about the environment focus more quickly in terms of time and frequency on stimuli that require a higher degree of elaboration. The paper also presents recommendations for the development of renewable energy (RE) media campaigns using digital advertising.