Personalized advertising attracts more attention, makes the contents of ads easier to remember
Sunday, December 21, 2014 - 11:50
in Psychology & Sociology
Personalized advertisements on the Internet not only attract more attention, they also remain in our memory longer than impersonal ads. This is the result of a study conducted by Professor Kai Kaspar from the Psychology Department of the University of Cologne in collaboration with his colleagues Moritz Köster, Marco Rüth and Dr. Kai-Christoph Hamborg in Osnabrück. Specifically, they investigated the gaze behavior of female students on websites.