1 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Economics and Business Economics, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Department of Economics and Business Economics, Aarhus BSS, Aarhus University6 Department of Management, Aarhus BSS, Aarhus University
An eye-tracking experiment is reported in which the effects of alcohol intoxication on visual attention were tested. Based on findings from the psychopharmacological literature, it was hypothesised that the salience of visual elements in complex advertisements would be amplified, whereas the processing of conceptual information would be impaired. The results indicate that the visual salience of logos (either brand and corporate) is selectively increased under the influence of alcohol whilst other pictorial elements (representations of products or human models) are unaffected. Processing of textual elements (headlines, text blocks) is impaired.