Measuring ad effectiveness using big-five personality traits, ad recall and visual attention

• Main Author: Ευαγγέλου, Σεμίρα Μαρία
• Other Authors: Evangelou, Semira Maria
• Language: English
• Published: 2021
• Subjects: Advertisements; Eye-tracking; Διαφημίσεις; Οπτική προσοχή; Οφθαλμική ιχνηλάτηση; Ανάκληση διαφήμισης

This master’s thesis investigated the effectiveness of advertising, considering advertisement recall, visual attention, and the role of consumer personality in advertising. In the context of this study, an online store was developed with six product categories and eight clickable banner advertisemen...