@misc{10481/68738,
year = {2021},
url = {http://hdl.handle.net/10481/68738},
abstract = {Search engine marketing accounts for a high percentage of investment in platforms such as
Google. Several studies have confirmed that users have a negative bias towards advertisements, so
we apply social psychology theories via the elaboration probability model in this analysis. In this
research, we modify the types of ads shown on Google’s results pages using the regulatory focus
and fit and message framing theory to study attentional and behavioral responses with eye-tracking
technology and cognitive responses from self-report measures. The results confirm a negative bias
towards ads and a preference for organic results. Although promotion-framed ads seem to be more
persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with
regulatory fit in this field through survey-based studies.},
organization = {Spanish National R+D+I
Research Program - NeuroTourism project (grant no. ECO2017-88458-R)},
organization = {Andalusian R+D+I Research Program -  “Research in NeuroSOCOM” project (grant no.
B-SEJ-209-UGR18)},
publisher = {MDPI},
keywords = {Google},
keywords = {SEM},
keywords = {Regulatory fit},
keywords = {Elaboration probability model},
keywords = {Message framing},
keywords = {Eye-tracking},
title = {Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study},
doi = {10.3390/jtaer16050066},
author = {Giraldo Romero, Yessica Ileana and Pérez de los Cobos Agüero, Carmen and Muñoz Leiva, Francisco and Higueras Castillo, Elena and Liébana Cabanillas, Francisco José},
}