## 4 The results
### Effect of Gender, Discount Rate and Brand Familiarity on Visual Attention to the Content Elements
#### 4.2.3 Brand Familiarity  
Almost all of the participants were familiar with seven of the brands placed in the banners. However, more than half of them (nearly 60%) were not familiar with the brand called 'Camper'. Therefore, we focused on Camper (banner 2b) in order to analyze the influence of brand familiarity on the visual attention to the content elements of banner ads. Figure 6 presents the heat maps of the banner for the participants who were familiar with the brand and those who were unfamiliar with the brand separately. The heat maps represent the total fixation duration of the subjects on each pixel of the image. In this manner, the lowest value in the heat map is green, the highest value is red, and mid-range values are yellow. For instance, when the color of a pixel is red, the time spent looking at this pixel (area) is greater. The results of the heat maps show that the participants who were familiar with the brand spent more time looking at discount area than those who were unfamiliar, whereas the participants who were unfamiliar with the brand spent more time viewing the image area than those who were familiar. Besides this, the attention for the brand was nearly the same for both groups. We can conclude that the participants who were familiar with the brand mostly concentrated on the discount area, while the participants who were unfamiliar with the brand mostly paid attention to the image area. In order to conduct a more in-depth analysis, an RM-ANOVA was employed for the participants who were familiar with the brand and for those who were unfamiliar with the brand separately. The results of which the related assumptions were confirmed and post hoc tests reflecting a significant difference are given in the column of the post-hoc comparisons in Table 3. \begin{table}
\begin{tabular}{c c c c} \hline \hline
**Familiarity** & **Measure** & **F** & **Post-Hoc Comparisons 1 ** \\ \hline \multirow{2}{*}{Familiar} & FC & 6.321  & Brand \(<\) Discount, Brand \(<\) Image \\ \cline{2-4}  & TVD & 4.549  & Brand \(<\) Discount, Brand \(<\) Image \\ \hline \multirow{2}{*}{Unfamiliar} & FC & 10.406  & Brand \(<\) Image \\ \cline{2-4}  & TVD & 7.375  & Brand \(<\) Image \\ \hline \hline \end{tabular}
\end{table} 
Table 3: ANOVA results demonstrating the influence of brand familiarity on visual attention. Figure 6: Heat maps for the participants who were familiar (**above**) and unfamiliar with the brand (**below**). The results revealed significant differences across all of the banner content elements for the participants who were familiar with the brand and those who were unfamiliar with the brand. As shown in the table, for the participants who were familiar with the brand, there were significant effects of the banner elements on the visual attention regarding the FC and TVD measures (F (2,24) = 6.321 \(p\) < 0.05, F (2,24) = 4.549 \(p\) < 0.05, respectively). The banner elements also had significant effects on the visual attention of the participants who were unfamiliar with the brand regarding the FC and TVD measures (F (2,38) = 10.406 \(p\) < 0.001, F (2,38) = 7.375 \(p\) < 0.05, respectively). The post hoc tests analyzing FC and TVD revealed that, for the participants who were familiar with the brand, both the discount information (M\({}_{\text{FC}}\) = 6.23, SD\({}_{\text{FC}}\) = 1.83, M\({}_{\text{TVD}}\) = 1.63, SD\({}_{\text{TVD}}\) = 0.77) and image (M\({}_{\text{FC}}\) = 5.62, SD\({}_{\text{FC}}\) = 2.18, M\({}_{\text{TVD}}\) = 1.34, SD\({}_{\text{TVD}}\) = 0.62) areas received significantly more attention compared to the brand area (M\({}_{\text{FC}}\) = 3.15, SD\({}_{\text{FC}}\) = 1.35, M\({}_{\text{TVD}}\) = 0.73, SD\({}_{\text{TVD}}\) = 0.38).