Human Factors in Visual Attention: Gender Differences in Engagement with Male-Oriented Ads

Document Type

Conference Proceeding

Source of Publication

Procedia Computer Science

Publication Date

1-1-2026

Abstract

In today's competitive market, it is increasingly important to understand how visual design shapes customer behaviour. This study examines the decision drivers influencing female customers' purchase choices when buying male-oriented products as gifts, identifying the visual components of advertisements that attract them by analysing the relationship between purchase intention and visual attention. Results show that participants with higher purchase intent focused more on product imagery and branding, indicating that visual appeal, perceived quality, and brand familiarity significantly guide their decisions, with brand awareness speeding up decision-making by reducing the need for repeated visual checks. Conversely, those with low purchase intent paid more attention to branding elements, suggesting unfamiliarity or unfavourable associations. These findings highlight the strong influence of visual attention on consumer behaviour and offer practical implications for enhancing branding and advertisement design.

ISSN

1877-0509

Publisher

Elsevier BV

Volume

280

First Page

671

Last Page

676

Disciplines

Computer Sciences

Keywords

branding, customer behaviour, Digital Marketing, Eye tracking, visual elements

Scopus ID

105042422119

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Indexed in Scopus

yes

Open Access

yes

Open Access Type

Gold: This publication is openly available in an open access journal/series

This document is currently not available here.

Share

COinS