Factors influencing visual attention: a meta-analysis

ABSTRACT

The goal of the present study is to conduct the first meta-analysis on the antecedents (top-down and bottom-up factors) and consequences (evaluation factors) of visual attention. In this research, 201 empirical articles were examined, with a total of 781 effect sizes highlighting the visual attention effect on consumption choices. An ordered synthesis of the different types of empirical results involving visual attention in the marketing area was performed. Our research deepens and describes the effects of top-down and bottom-up factors on visual attention, demonstrating the differences between the variables that compose them.

KEYWORDS:

• Theory of attention to visual marketing
• eye-tracking
• top-down and bottom-up factors
• meta-analysis

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Wagner Junior Ladeira

Wagner Junior Ladeira is a researcher at CNPq (Productivity Scholarship) and an eye tracking techniques specialist, having a degree in Business Administration from the Federal University of Viçosa (2003), a master's degree in Business Administration from the Federal University of Rio Grande do Sul (2006) and PhD in the area of Technology Management and Innovation at the Federal University of Rio Grande do Sul (2011).

Vinicius Antonio Machado Nardi

Vinicius Antonio Machado Nardi has a degree in Law (2008) and Technology in Management Processes (2014), a specialist in Public Law (2010), a master's degree in Business Administration (2014) and a PhD in Business Administration with a sandwich period from Università Degli Studi di Firenze. Supply analyst at Embrapa Grape and Wine, serving as chairman of the bidding committee.

Fernando de Oliveira Santini

Fernando de Oliveira Santini is a professor at the Graduate Program at the University of the Rio dos Sinos Valley (UNISINOS). Coordinator of the Administration Course at UNISINOS. Doctorate in Business Administration from the Pontifical Catholic University of Rio Grande do Sul - PUC / RS (2013). Master in Business Administration from the Pontifical Catholic University of Rio Grande do Sul - PUC / RS (2010). Graduated in Advertising from Lutheran University of Brazil - ULBRA.

William Carvalho Jardim

William Carvalho Jardim works in the Business Administration area, with emphasis in Marketing, has experience in industrial financial management, performing planning, strategy and management of industrial and corporate finance. Graduated from UNISINOS (University of the Rio dos Sinos Valley), a renowned Brazilian university with the highest marks and distinctions in the area of Management and Business, holds a CAPES Strictu Sensu scholarship from the UNISINOS Graduate Program in Administration. Conducts marketing research in the area of Consumer Behavior, Visual Attention, Priming Effect, using Eye tracking techniques and Meta Analysis methodology.