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From the attention to the recall: looking behind online consumer response.
- Source :
-
Behaviour & Information Technology . Dec2022, Vol. 41 Issue 16, p3399-3414. 16p. 4 Color Photographs, 7 Diagrams, 5 Charts. - Publication Year :
- 2022
-
Abstract
- The purpose of this paper is to find how generation cohorts Y and Z process online content and to make a parallel between attention and recall in online consumer response framework. It also uncovers differences between two generations and offers valuable insights for managers. Eye-tracking was combined with in-depth qualitative interviews to uncover values behind the attention and indicators of recall. The eye-tracking study was conducted in a behavioural lab on a simulated website, followed by interviews recording. Despite similar attentional patterns, the two cohorts have different values that the content needs to satisfy to be preferred and remembered. The laddering provided a look into these values and deeper understanding of biometrical measures. The study is limited to laboratory settings and small sample size. The results can inform decision-makers on how to optimise the digital content and increase content recall for the target age groups within cohorts Y and Z. This is the first study that combines eye-tracking and laddering interviews in interpreting path from attention to the recall of online content. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 0144929X
- Volume :
- 41
- Issue :
- 16
- Database :
- Academic Search Index
- Journal :
- Behaviour & Information Technology
- Publication Type :
- Academic Journal
- Accession number :
- 161082312
- Full Text :
- https://doi.org/10.1080/0144929X.2021.1988146