Sep 2026
Visual attention allocation and advertising outcomes in digital video advertising: evidence from an eye-tracking study
Digital video advertising competes for customers’ limited attentional resources by presenting multiple stimuli simultaneously in real time. Drawing on the elaboration likelihood model, stimulus–organism–response theory, and the limited capacity model of motivated mediated message processing, this study aims to exam...
Archana Sharma, Akshit Jain, Ateeque Shaikh et al.
· Global Knowledge Memory and... · 0 citations