From the attention to the recall: looking behind online consumer response

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F22%3A00134830" target="_blank" >RIV/00216224:14560/22:00134830 - isvavai.cz</a>
Result on the web
<a href="https://www.tandfonline.com/doi/full/10.1080/0144929X.2021.1988146?scroll=top&needAccess=true" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/0144929X.2021.1988146?scroll=top&needAccess=true</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/0144929X.2021.1988146" target="_blank" >10.1080/0144929X.2021.1988146</a>

Result language
angličtina
Original language name
From the attention to the recall: looking behind online consumer response
Original language description
Purpose The purpose of this paper is to find how generation cohorts Y and Z process online content and to make a parallel between attention and recall in online consumer response framework. It also uncovers differences between two generations and offers valuable insights for managers. Design/methodology/approach Eye-tracking was combined with in-depth qualitative interviews to uncover values behind the attention and indicators of recall. The eye-tracking study was conducted in a behavioural lab on a simulated website, followed by interviews recording. Findings Despite similar attentional patterns, the two cohorts have different values that the content needs to satisfy to be preferred and remembered. The laddering provided a look into these values and deeper understanding of biometrical measures. Research limitations/implications The study is limited to laboratory settings and small sample size. Practical implications The results can inform decision-makers on how to optimise the digital content and increase content recall for the target age groups within cohorts Y and Z. Originality/value This is the first study that combines eye-tracking and laddering interviews in interpreting path from attention to the recall of online content.
Czech name
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Czech description
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Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50100 - Psychology and cognitive sciences

Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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