Investigating tiredness and ad complexity effects on visual processing of advertisements: an eye-tracking study

Dina Rasolofoarison

Research output: Chapter in Book/Published conference outputConference publication


Although advertising is pervasive in our daily, it proves to be not necessarily efficient all the times due to bad conditions or bad contexts of reception. Indeed, the communication process might be jeopardized at its very last stage because of advertising exposure quality. However critical it may be, ad exposure quality is not very much examined by researchers or practitioners.
In this paper, we investigate how tiredness combined with ad complexity might influence the way consumers extract and process ad elements. Investigating tiredness is useful because it is a common daily state experienced by everyone at various moments of the day. And although it might drastically alter ad reception, it has not been studied in advertising for the moment. In this regards, we observe eye movement patterns of consumers viewing simple or complex advertisements being tired or not. We surprisingly find that tired subjects viewing complex ads don’t adopt a lessening effort visual strategy. They rather use a resource demanding one. We assume that the Sustained Attention strategy occurring is a kind of adaptive strategy allowing to deal with an anticipated lack of resource.
Original languageEnglish
Title of host publicationProceedings of the Academy of Marketing Conference, July 2010, Coventry
Publication statusPublished - Jul 2010
EventAcademy of Marketing Conference 2010 - Coventry, United Kingdom
Duration: 6 Jul 20108 Jul 2010


ConferenceAcademy of Marketing Conference 2010
Country/TerritoryUnited Kingdom


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