Consumer Attitude Towards Cause-related Advertising: An Eye-tracking Experiment

Abstract

Application of eye-tracking methods to understand consumer behaviour and consumer preferences has gained research attention in the last few years. Marketers’ basic intend is to tweak their advertising content or product design to meet consumer preferences. This paper examines changes in consumers’ attention to the message, attention to the brand and purchase intention when looking at a cause related advert against a typical advert. The findings show that women pay more attention to cause-related adverts and their intention to buy the product is higher. Yet, there is no difference among age groups. The eye-tracking output shows that consumers pay attention to the text compared to any other object on an advert and do not spend time looking at vague claims.