{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,11,11]],"date-time":"2025-11-11T13:41:04Z","timestamp":1762868464038,"version":"build-2065373602"},"reference-count":58,"publisher":"MDPI AG","issue":"5","license":[{"start":{"date-parts":[[2021,3,31]],"date-time":"2021-03-31T00:00:00Z","timestamp":1617148800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100006461","name":"Agencia de Innovaci\u00f3n y Desarrollo de Andaluc\u00eda","doi-asserted-by":"publisher","award":["B-SEJ-209-UGR18"],"award-info":[{"award-number":["B-SEJ-209-UGR18"]}],"id":[{"id":"10.13039\/501100006461","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Spanish National R+D+I Research Programme","award":["ECO2017-88458-R"],"award-info":[{"award-number":["ECO2017-88458-R"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>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\u2019s 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.<\/jats:p>","DOI":"10.3390\/jtaer16050066","type":"journal-article","created":{"date-parts":[[2021,3,31]],"date-time":"2021-03-31T05:57:18Z","timestamp":1617170238000},"page":"1165-1185","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":18,"title":["Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study"],"prefix":"10.3390","volume":"16","author":[{"given":"Yessica-Ileana","family":"Giraldo-Romero","sequence":"first","affiliation":[{"name":"Marketing and Market Research Department, Faculty of Economic and Business Sciences, University of Granada, 18011 Granada, Spain"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Carmen","family":"P\u00e9rez-de-los-Cobos-Ag\u00fcero","sequence":"additional","affiliation":[{"name":"Marketing and Market Research Department, Faculty of Economic and Business Sciences, University of Granada, 18011 Granada, Spain"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4996-7525","authenticated-orcid":false,"given":"Francisco","family":"Mu\u00f1oz-Leiva","sequence":"additional","affiliation":[{"name":"Marketing and Market Research Department, Faculty of Economic and Business Sciences, University of Granada, 18011 Granada, Spain"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Elena","family":"Higueras-Castillo","sequence":"additional","affiliation":[{"name":"Marketing and Market Research Department, Faculty of Economic and Business Sciences, University of Granada, 18011 Granada, Spain"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3255-0651","authenticated-orcid":false,"given":"Francisco","family":"Li\u00e9bana-Cabanillas","sequence":"additional","affiliation":[{"name":"Marketing and Market Research Department, Faculty of Economic and Business Sciences, University of Granada, 18011 Granada, Spain"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2021,3,31]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"206","DOI":"10.1016\/j.jretai.2014.03.002","article-title":"Empirical Generalizations in Search Engine Advertising","volume":"90","author":"Nabout","year":"2014","journal-title":"J. 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