Presented at HCI International 2020 22nd International Conference on Human-Computer Interaction Affiliated conference: 7th annual HCI in Business, Government and Organizations (HCIBGO)

1. Effectiveness
of banner ads
AN EYE TRACKING AND FACIAL EXPRESSION ANALYSIS
Thanh-An Nguyen
Constantinos K. Coursaris
Pierre-Majorique Léger
Sylvain Sénécal
Mark Frédette
HEC Montréal

2. © Copyright Coursaris (2020)© Copyright Coursaris (2020)
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4. ▪▪ Electroencephalography
▪▪ Functional near-infrared spectroscopy
▪▪ Electrocardiogram
▪▪ Electrodermal activity
▪▪ Eye tracking
▪▪ Facial expression analysis
STATE OF THE ART
NEUROPHYSIOLOGICAL TOOLS

5. Industrial research partners
from a wide range of industries
INSURANCE
ONLINE GROCERY
MEDIA
RAILWAYS
BANKING
AERONAUTICS
LOGISTICS
FINANCE
r partenaire de
PLUSIEURS BOURSES DE RECHERCHE
À TOUS LES NIVEAUX :
chaire_ux.hec.ca
INSCRIVEZ-VOUS COMME
PARTICIPANTS À NOS ÉTUDES :
panel.hec.ca
Organismes subventionnaires :
partenaire de

6. est fier partenaire de
PLUSIEURS BOURSES DE RECHERCHE
À TOUS LES NIVEAUX :
chaire_ux.hec.ca
INSCRIVEZ-VOUS COMME
PARTICIPANTS À NOS ÉTUDES :
panel.hec.ca
a proud partner of
Powered by: Financial support:

7. BECOME A
UX MASTER
PSYCHOLOGY
MARKETING,
MANAGEMENT
STRATEGY
DESIGN
INFORMATION
TECHNOLOGY
BUSINESS
INTELLIGENCE
STATISTICS
EXPLORING:
Understanding
user needs
CREATING:
Developing
Solutions
PROPOSING:
Generating
efficient interfaces
TESTING:
Evaluating
user experience
For applicants with undergraduate degrees in:
DEVELOP UNIQUE ABILITIES AND KNOWLEDGE IN OUR NEW
Master of Science (MSC)
User Experience in a Business Context
A professional in UX is competent in:
DEVELOP UNIQUE ABILITIES IN OUR NEW
Master of Science
User Experience in
a Business Context
HEC Montréal hosts the Tech3Lab, North America’s
most important applied research laboratory in
management science specialized in analyzing
interactions between the technology interfaces
of organizations and their employees or consum-
ers. Students are in direct contact with industry
partners offering projects and internships. Many
scholarships are offered during the course of
studies.
ADMISSION:
MARCH 15 (fall term)
SEPTEMBER 15 (winter term)
© Copyright Coursaris (2020)

8. Research question
ATTENTION, EMOTIONS AND THE
EFFECTIVENESS OF BANNER ADS
This study investigates how emotion and
attention influence the effectiveness of
hedonic/indulgent food banner ads in an
adult population.

9. Research Motivation
ARE BANNER ADS EFFECTIVE?
▪▪ Conflicting prior research results:
Banner blindness vs. Brand Benefits
+ food advertising
▪▪ Effects on cognition, work performance,
but limited research on emotion
▪▪ Unknown interplay of emotion and
attention on attitudinal outcomes
▪▪ Use of mixed-methods (eye-tracking,
facial experession detection, and
survey) in online advertising UX

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Literature Review
and Theoretical
Foundation
THE CUSTOMER EMOTIONAL
AND ATTENTIONAL JOURNEY
Any advertisement is a “complex piece
of communication”, and for it to be
effective, the audience’s attention is
required

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Emotion effects
on food choice
and consumption
MULTIPLE THEORETICAL PERSPECTIVES
▪▪ Affect transfer (Petty & Briñol, 2015)
▪▪ Affective evaluation (Hebden et al., 2011)
▪▪ Affect regulation (Garg et al., 2007)
▪▪ Self-regulation (Macht, 2008)

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Hypotheses
H1. Emotional valence is positively
associated with brand recognition
H2. Attention is positively associated
with brand recognition
H3. Attention is positively associated
with purchase intention
H4. The effect of attention on the rela-
tionship between emotional valence
and purchase intention will be
negative.

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METHODOLOGY
Procedure
▪▪ Lab experiment (48 participants)
▪▪ 29 participants (48 - 19 incomplete
fixation & valence data)
▪▪ CA$20 Amazon gift card
▪▪ Mixed-methods
▪▪ Walmart microsite
▪▪ Goal-oriented search
▪▪ 16 food banner ads on rotation
▪▪ After task completion, complete survey
▪▪ Measures: Brand Recognition, Brand
Attitude, Purchase Intention
▪▪ + Measures: Facial expressions
(emotion) & eye tracking (attention)

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Brands’ products presented to participants
during the brand recognition test

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METHODOLOGY
Automatic
facial analysis

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Tobii EyeTracker X60
METHODOLOGY
Eyetracking

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Fixations and saccades
THE FOVEAL SYSTEM OF THE HUMAN EYE IS THE ONLY PART
OF THE RETINA THAT PERMITS 100% VISUAL ACUITY.

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Measuring visual
attention
using eye-tracking
Fixations are eye movements that stabilize the retina
over a stationary object of interest. Saccades are rapid
eye movements used in repositioning the fovea to a new
location in the visual environment.

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RESULTS
Emotional valence and attention on recognition

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RESULTS
Heatmap of user
visual attention

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RESULTS
Valence and purchase intention by attention

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RESULTS
Valence and
purchase intention
by attention

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Discussion and
concluding comments
RESULTS FROM THIS STUDY CONFIRM THE
POSITIVE RELATION BETWEEN ATTENTION
AND BRAND RECOGNITION
▪▪ Emotions impact brand recognition even
at low levels of attention
▪▪ Affect effects on purchase intention differ
between low (+) and high (-) attention levels

24. © Copyright Coursaris (2020)
Thank you!
2019-2020