Using Eye Tracking to Assess the Impact of Advertising Appeals on Donor Behavior

This research examines print advertisements of nonprofit organizations (NPOs) using eye-tracking technology and a nonverbal, emotional scale to assess donor behavior. Attention to three areas of interest, including the text, face, and brand/logo, was visually tracked. Next, three eye-tracking metrics (Time to First Fixation, Fixation Count, and Total Visit Duration) and corresponding donor behavior were measured. The eye-tracking metrics were effective indicators of an advertisement’s propensity to stimulate donor behavior. The findings in this research show that NPO advertisements should encourage viewers to look at the face in the advertisement layout. The more times the subject went back and looked at the face, and the more total time spent looking at the face, the greater the likelihood they would recommend to others to donate. These characteristics are shown in this research to be those of negative emotional appeals.