The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness

Research suggests that banner advertisements used in online marketing are often overlooked, especially when positioned horizontally on webpages. Such inattention invariably gives rise to an inability to remember advertising brands and messages, undermining the effectiveness of this marketing method. Recent interest has focused on whether human faces within banner advertisements can increase attention to the information they contain, since the gaze cues conveyed by faces can influence where observers look. We report an experiment that investigated the efficacy of faces located in banner advertisements to enhance the attentional processing and memorability of banner contents. We tracked participants’ eye movements when they examined webpages containing either bottom-right vertical banners or bottom-centre horizontal banners. We also manipulated facial information such that banners either contained no face, a face with mutual gaze or a face with averted gaze. We additionally assessed people’s memories for brands and advertising messages. Results indicated that relative to other conditions, the condition involving faces with averted gaze increased attention to the banner overall, as well as to the advertising text and product. Memorability of the brand and advertising message was also enhanced. Conversely, in the condition involving faces with mutual gaze, the focus of attention was localised more on the face region rather than on the text or product, weakening any memory benefits for the brand and advertising message. This detrimental impact of mutual gaze on attention to advertised products was especially marked for vertical banners. These results demonstrate that the inclusion of human faces with averted gaze in banner advertisements provides a promising means for marketers to increase the attention paid to such adverts, thereby enhancing memory for advertising information

Induced gamma-band activity is related to the time point of object identification

Peer reviewedPostprin

Do you look where I look? Attention shifts and response preparation following dynamic social cues

Studies investigating the effects of observing a gaze shift in another person often apply static images of a person with an averted gaze, while measuring response times to a peripheral target. Static images, however, are unlike how we normally perceive gaze shifts of others. Moreover, response times might only reveal the effects of a cue on covert attention and might fail to uncover cueing effects on overt attention or response preparation. We therefore extended the standard paradigm and measured cueing effects for ore realistic, dynamic cues (video clips),while comparing response times, saccade direction errors and saccade trajectories. Three cues were compared: A social cue, consisting of a eye-gaze shift, and two socially less relevant cues, consisting of a head tilting movement and a person walking past. Similar results were found for the two centrally presented cues (eye-gaze shift and head tilting) on all three response measures, suggesting that cueing is unaffected by the social status of the cue. Interestingly, the cue showing a person walking past showed a dissociation in the direction of the effects on response times on the one hand, and saccade direction errors and latencies on the other hand, suggesting the involvement of two types of (endogenous and exogenous) attention or a distinction between attention and saccadic response preparation. Our results suggest that by using dynamic cues and multiple response measures, properties of cueing can be revealed that would not be found otherwise

Overt orienting of spatial attention and corticospinal excitability during action observation are unrelated

Observing moving body parts can automatically activate topographically corresponding motor representations in the primary motor cortex (M1), the so-called direct matching. Novel neurophysiological findings from social contexts are nonetheless proving that this process is not automatic as previously thought. The motor system can flexibly shift from imitative to incongruent motor preparation, when requested by a social gesture. In the present study we aim to bring an increase in the literature by assessing whether and how diverting overt spatial attention might affect motor preparation in contexts requiring interactive responses from the onlooker. Experiment 1 shows that overt attention-although anchored to an observed biological movement-can be captured by a target object as soon as a social request for it becomes evident. Experiment 2 reveals that the appearance of a short-lasting red dot in the contralateral space can divert attention from the target, but not from the biological movement. Nevertheless, transcranial magnetic stimulation (TMS) over M1 combined with electromyography (EMG) recordings (Experiment 3) indicates that attentional interference reduces corticospinal excitability related to the observed movement, but not motor preparation for a complementary action on the target. This work provides evidence that social motor preparation is impermeable to attentional interference and that a double dissociation is present between overt orienting of spatial attention and neurophysiological markers of action observation

Audio-visual integration during overt visual attention

How do different sources of information arising from different modalities interact to control where we look? To answer this question with respect to real-world operational conditions we presented natural images and spatially localized sounds in (V)isual, Audio-visual (AV) and (A)uditory conditions and measured subjects' eye-movements. Our results demonstrate that eye-movements in AV conditions are spatially biased towards the part of the image corresponding to the sound source. Interestingly, this spatial bias is dependent on the probability of a given image region to be fixated (saliency) in the V condition. This indicates that fixation behaviour during the AV conditions is the result of an integration process. Regression analysis shows that this integration is best accounted for by a linear combination of unimodal saliencies

'Reflexive Monism' versus 'Complementarism': An analysis and criticism of the conceptual groundwork of Max Velmans's 'reflexive model' of consciousness

From 1990 on, the London psychologist Max Velmans developed a novel approach to (phenomenal) consciousness according to which an experience of an object is phenomenologically identical to an object as experienced. On the face of it I agree; but unlike Velmans I argue that the latter should be understood as comparable, not to a Kantian, but rather to a noematic ‘phenomenon’ in the Husserlian sense. Consequently, I replace Velmans’s reflexive model with a complementaristic approach in a strict sense which leaves no room for either monistic or dualistic views (including Velmans’s ontological monism and his dual-aspect interpretation of complementarity) and hence requires us to radically reinterpret the concept of psychophysical causation

Cognitive Penetration and Attention

Zenon Pylyshyn argues that cognitively driven attentional effects do not amount to cognitive penetration of early vision because such effects occur either before or after early vision. Critics object that in fact such effects occur at all levels of perceptual processing. We argue that Pylyshyn’s claim is correct—but not for the reason he emphasizes. Even if his critics are correct that attentional effects are not external to early vision, these effects do not satisfy Pylyshyn’s requirements that the effects be direct and exhibit semantic coherence. In addition, we distinguish our defense from those found in recent work by Raftopoulos and by Firestone and Scholl, argue that attention should not be assimilated to expectation, and discuss alternative characterizations of cognitive penetrability, advocating a kind of pluralism