The models of the impact of interactive relationship between thinking style and the format of the advertising message on advertisement attractiveness and purchase intention by means of eye tracker

The purpose of this research is to provide a model of the interactive effect of various factors including thinking style (Rational-Intuitive) and advertisement message format  (rational-emotional) on advertising appeal and purchase intention via visual attention.In this experimental research (laboratory type), 18 advertisement pictures, including rational and/or emotional messages were observed by 180 participants who subsequently answered questions pertaining to the participants' individual tendencies, and questionnaires regarding thinking style, advertisement recall and demographic information. The data of this experimental research were collected at business laboratory by means of eye tracker. The 5 indexes of visual attention showed that visit count, visit duration and fixation count were higher for those viewing the entire area of rational advertisements than the same value for the entire area of emotional advertisment and total fixation duration was longer for those viewing the entire area of emotional advertisement than the same value for the entire area of rational advertisment. The visual attention of those viewing rational ads was higher than those viewing emotional ads. In addition, the average time to first fixation was shorter in the entire area of rational advertisement for those viewing rational advertisement as compared to the entire area of emotional ads, meaning that visual attention of those looking at rational advertisements was drawn faster than those looking at emotional advertisements.The effect of the interactive relationship of rational thinking with the rational message and the role of five indexes of visual attention as a mediating variable in the interactive relationship of thinking style with advertisement message on advertisement attractiveness and purchase intention were significant. The interactive effect of rational thinking with emotional message plus advertisement attractiveness on purchase intention had the highest overall effect.