Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Influence of Celebrity Endorsement on Visual Attention: An Eye-tracking Study in Brazil

Author(s): Carla Regina Borges Matias Falsarella, Jorge Henrique Caldeira de Oliveira, Janaina de Moura Engracia Giraldi

This study aimed to evaluate the impact that a celebrity may exert as an endorser in print advertising with regards to visual attention. More specifically, it analyses if consumers have greater visual attention to celebrity in comparison to other stimuli present in this print ad, such as logo, name or symbol, product and non-famous people. This research features an experimental nature with the use of eye-tracking equipment technique. The experiment was carried out in Brazil with 148 subjects, the chosen celebrity was Gisele Bundchen and twelve print ads from different industries were selected to be tested. As a result, it was seen that the subjects paid more attention to brands and products endorsed by the celebrity, than to the ads with non-famous people (concerning the variables "fixation duration" and "number of visits"). It was also concluded that the celebrity diverts attention to themselves to other stimuli in a study that has considered "attention" as "visual attention", originally by the eye tracking method.

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