Banner Advertisement Effectiveness using Big-5 Personality Traits, Advertisement Recall, and Visual Attention.

This paper investigated the effectiveness of advertising, considering advertisement recall, visual attention, and the role of consumer personality in advertising. Thus, eye-tracking data, questionnaires, and interviews were used and analyzed to provide a better understanding of the factors that are related to the effectiveness of advertising. In the context of this study, an online store was developed with six product categories and a variety of clickable banner advertisements. Moreover, an experiment was performed in which eighteen users participated. Preliminary results did reveal some correlations of participant attitudes with Big-5 characteristics and confirmed the “banner blindness” effect. The eye-tracking data were used to facilitate the analysis of advertisements’ effectiveness during the interviews and revealed that most participants remain committed to their initial market goals regardless of the advertisements.