Goal Control of Attention to Advertising: The Yarbus Implication

Abstract

An eye-tracking experiment with four processing goals and a free-viewing condition reveals goal control of attention even during a few seconds of self-paced ad exposure. An ad-memorization goal enhanced attention to the body text, pictorial, and brand design objects. A brand-learning goal enhanced attention to the body text but simultaneously inhibited attention to the pictorial design. This supports the thesis that ad informativeness is goal contingent. Differences in pupillary diameter between ad objects but not between processing goals reflect the pupil's role in maintaining optimal vision. Implications of the findings for advertising theory and avenues for future research are indicated.