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dc.contributor.authorGiraldo Romero, Yessica Ileana
dc.contributor.authorPérez de los Cobos Agüero, Carmen
dc.contributor.authorMuñoz Leiva, Francisco 
dc.contributor.authorHigueras Castillo, Elena 
dc.contributor.authorLiébana Cabanillas, Francisco José
dc.identifier.citationGiraldo-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://
dc.description.abstractSearch 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.es_ES
dc.description.sponsorshipSpanish National R+D+I Research Program - NeuroTourism project (grant no. ECO2017-88458-R)es_ES
dc.description.sponsorshipAndalusian R+D+I Research Program - “Research in NeuroSOCOM” project (grant no. B-SEJ-209-UGR18)es_ES
dc.rightsAtribución 3.0 España*
dc.subjectRegulatory fites_ES
dc.subjectElaboration probability modeles_ES
dc.subjectMessage framinges_ES
dc.titleInfluence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Studyes_ES

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Atribución 3.0 España
Except where otherwise noted, this item's license is described as Atribución 3.0 España