Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies.

中文翻译：

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监管适应理论对Google Ads的说服力的影响：一项眼动追踪研究

搜索引擎营销在诸如Google之类的平台上的投资占很大比例。多项研究证实，用户对广告有消极偏见，因此在本次分析中，我们通过精细化概率模型应用了社会心理学理论。在这项研究中，我们使用监管重点，契合度和消息框架理论来修改Google结果页上显示的广告类型，以利用眼动追踪技术研究注意力和行为反应，以及通过自我报告措施进行认知反应。结果证实了对广告的负面偏见和对自然结果的偏爱。尽管促销框架的广告似乎比中性和预防框架的广告更具说服力，但无法通过基于调查的研究证明该领域是否符合监管规定。