The Influence of Mobile Video Advertisement Context and Consumers’ Learning Style on Advertising Effects

Consumers’ learning styles influence their attitudes toward advertisements and, in turn, purchase intention. In particular, differ terms of visual attention when viewing static objects. However, despite the increasing popularity mobile video advertisements, few studies have used to observe consumer cognition and Additionally, there is a research gap regarding context on intentions. Based style theory, this study an eye tracker record subjects’ movements while watching explore whether modulates intentions because individual styles. Moreover, investigated consumers possessed global or sequential advertisements. A quasiexperimental factorial 2 (mobile advertisement: contextual/noncontextual) × (learning style: sequential/global) was conducted Taiwan, 32 valid subjects were recruited. We tracking questionnaire methods gather data. The variables analyzed understand interactions operational definitions. found that with different varying advertisement contexts levels results can be as reference for future marketing, styles, advertising contexts. it useful advertisers designing enhance consumers’