Can there ever be too many options? We argue that because choice overload has multiple antecedents, simply searching for a main effect across all conditions and a single "sufficient" condition that is likely to solely predict this effect is not informative. Moreover, because prior research has...

We propose a methodology to study the effects of physical ad properties on consumers' visual attention to advertising that accounts for heterogeneity in these effects across consumers. In an illustrative experiment, we monitor consumers' eye movements during naturalistic exposure to a consumer...

An eye-tracking experiment with four processing goals and a free-viewing condition reveals goal control of attention even during a few seconds of self-paced ad exposure. An ad-memorization goal enhanced attention to the body text, pictorial, and brand design objects. A brand-learning goal...