EYE-TRACKING EXPERIMENT REGARDING CELEBRITY ENDORSEMENT IN ADVERTISING

The fast and changing trend in media has challenged advertisers to develop new and innovative forms of advertising in order to be able to attract the consumers' attention. Celebrity endorsement is one form to attract the attention of the consumers towards the advertising. Celebrities have an increased attraction potential and besides consumers have the tendency to imitate their behavior. Therefore if the star wears or consumes a certain product, this will have an impact on the consumers. In order to be successful, there should exist a match between the personality and the lifestyle of the celebrity and that of the advertised product. Despite this, the celebrity might have an overshadowing effect on the advertised product. In this paper, we analyze with the help of an eye-tracking experiment, which are the elements with the highest attraction potential in an advertising with endorsed celebrity. The results of the experiment for a perfume advertisement, with a male film industry celebrity, show that the consumers have first watched the logo of the product and that they have spent more time watching the celebrity.