Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study Giraldo Romero, Yessica Ileana Pérez de los Cobos Agüero, Carmen Muñoz Leiva, Francisco Higueras Castillo, Elena Liébana Cabanillas, Francisco José Google SEM Regulatory fit Elaboration probability model Message framing Eye-tracking 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. 2021-05-26T08:52:27Z 2021-05-26T08:52:27Z 2021 journal article 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 http://hdl.handle.net/10481/68738 10.3390/jtaer16050066 eng http://creativecommons.org/licenses/by/3.0/es/ open access Atribución 3.0 España MDPI