Zhenhui (Jack) Jiang, Associate professor, National University of Singapore：Grab Users’ Attention Through Choice-based Advertising: An Eye-tracking Study
【Speaker】Zhenhui (Jack) Jiang, Associate professor, National University of Singapore
【Title】Grab Users’ Attention Through Choice-based Advertising: An Eye-tracking Study
【Time】November 18, Friday, 14:30-16:00
【Venue】Room 453, Weilun Building, Tsinghua SEM,
【Organizer】Department of Management Science and Engineering
【Abstract】Video advertising is becoming increasingly popular in online product marketing. However, its effectiveness has been found limited because viewers tend to avoid watching ads despite video being an engaging medium. This study proposes a new way of displaying video advertising by allowing viewers to choose an ad to watch among a set of options. In particular, we assess the effects of the provision of ad choice on viewers’ attention using the eye-tracking technique. Our findings suggest that compared to forced exposure, choice can significantly increase viewers’ attention to video advertising. We then examine the roles of choice control and information gap in choice-based video advertising. Results show that when viewers have choice control, the reduction of information gap helps grab more attention from viewers. In contrast, when control is absent, viewers exposed to a larger information gap pay more attention to video ads. Furthermore, users' attention to video advertising positively affects their attitudes, memory, and intention to purchase.
【Bio】Zhenhui (Jack) Jiang is an Associate Professor in the Department of Information Systems of National University of Singapore and Assistant Dean (Graduate Studies) in School of Computing. He is also an affiliate professor of NUS Business Analytics Center. His research interests include the design and evaluation of social media, electronic commerce, human computer interaction, and information privacy. Dr. Jiang’s work has been published in top Information Systems journals, such as MIS Quarterly, Information Systems Research, and Journal of MIS, and top Human Computer Interaction conferences, such as CHI. He has served on the editorial board of MIS Quarterly (AE), IEEE Transactions of Engineering Management, Journal of AIS, among others. Prof. Jiang has extensive teaching experience, including EMBA teaching and Executive Education at NUS Business School, and International MBA teaching at Tsinghua University. He also taught at Hong Kong University of Science and Technology and was a visiting scholar in the Marketing Group of MIT Sloan School of Management.