An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement

Abstract Nowadays, advertising is regarded as one of the vital elements marketing tools’ promotional strategies. Therefore, very important to businesses’ strategies and policies. In light this, purpose current study was ascertain influence endorsers’ gender level attention given various aspects advertising. A quasi-experimental used for investigation. All students at Mashhad’s Ferdowsi University made up study’s statistical population. 80 were chosen research sample out entire student body. Eye motions captured using an eye tracking gadget. According findings, number length fixes on advertisement items significantly influenced by popularity their endorsers. However, there no statistically significant difference between genders in terms quantity fixations. These conclusions suggest that endorser a key factor commercials, but endorser’s has little effect.