Investigating the Effect of Outdoor Advertising on Consumer Decisions: An Eye-Tracking and A/B Testing Study of Car Drivers’ Perception
Source abstract
Abstract
This study aims to investigate the impact of outdoor advertising on consumer behaviour by using eye-tracking analysis while drivers travel specific routes in Žilina, Slovakia. This research combines questionnaire inquiry and A/B testing to assess the conscious and subconscious effects of outdoor advertising on consumer decisions. The findings of this study have important implications for businesses providing outdoor advertising spaces, as well as those using outdoor advertising as a form of advertisement. Additionally, the study provides insights into the role of transportation background and how it influences consumer behaviour in relation to outdoor advertising.
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Research context
OpenAlex topics: Diverse Aspects of Tourism Research · Consumer Retail Behavior Studies · Cruise Tourism Development and Management
SciVX discovery tags are terminology-based. OpenAlex topics are source-provided classifications.
Affiliations
Faculty of Operation and Economics of Transport and Communications, University of Žilina, Univerzitná 8215/1, 010 26 Žilina, Slovakia
Funding
resources of the European Regional Development Fund
References (48)
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