„Psychological factors in the effectiveness of visual social advertising,, No. P-MIP-17-325

Project No. P-MIP-17-325
Project title: „Psychological factors in the effectiveness of visual social advertising ”.
Project duration: from 2017-11-02 to 2019-12-31.
Project manager: prof. dr. Rasa Pilkauskaitė Valickienė.

Summary: At present, social advertisers are seriously lacking evidence-based guidance on how to effectively encourage desired behaviour through social advertising. As a result, practitioners often choose appeals and design choices that do not fit the purpose of the ad. The project aims to address this problem by collecting detailed data on what elements (colour, shape, etc.) and appeals make a visual advertisement effective – attracting and retaining attention, triggering intent, and ultimately changing behaviour in the direction intended by the advertisers. Laboratory and field experiments will gather comprehensive information on a set of objective indicators (eye movements, reaction times and behavioural changes in the real environment), beyond a single indicator. The knowledge gathered by the project will be directly usable by governmental, business and non-governmental organisations to promote various types of desirable behaviour (e.g. conservation of nature, healthy lifestyles, etc.) through visual social advertising.

The project is funded by the Lithuanian Science Council under the VII Call for proposals for research group projects 2017-2020.