Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study
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AuthorGiraldo Romero, Yessica Ileana; Pérez de los Cobos Agüero, Carmen; Muñoz Leiva, Francisco; Higueras Castillo, Elena; Liébana Cabanillas, Francisco José
Giraldo-Romero, Y.-I.; Pérez-de-los-Cobos-Agüero, C.; Muñoz-Leiva, F.; Higueras-Castillo, E.; Liébana-Cabanillas, F. Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1165–1185. https:// doi.org/10.3390/jtaer16050066
SponsorshipSpanish National R+D+I Research Program - NeuroTourism project (grant no. ECO2017-88458-R); Andalusian R+D+I Research Program - “Research in NeuroSOCOM” project (grant no. B-SEJ-209-UGR18)
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.