The Meta-analysis of effects of top-down and bottom-up factors on visual attention

Informações

Código: EMA226
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 01 - Comportamento do Consumidor

Autores

Wagner Junior Ladeira (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) wjladeira@gmail.com
William Carvalho Jardim (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) william_carvalho_jardim@hotmail.com
Fernando de Oliveira Santini (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) santiniconsultores@terra.com.br
Vinicius Antonio Machado Nardi (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) viniciusamnardi@gmail.com

Resumo

The goal of the present study is to conduct the meta-analysis on the antecedents (top-down and bottom-up factors) of visual attention. 310 scientific articles were identified, and the final sample had 201 articles with a total of 781 effect-sizes. The effect size associated with visual attention was divided into two factors: top-down and bottom-up. Our research deepens and describes the interference of these two factors in the visual attention demonstrating the difference between the variables that compose them. In the top-down factors, it was possible to verify that the variable that has the greatest impact on visual attention is product involvement and the variable that has the least significant impact is the recall. In the bottom-up factors, the variable that has a greater positive and significant impact on visual attention is the visual complexity, and the variable with the least impact is the visual area of the label.

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