The Design of Informational and Promotional Messages by Cooperative Banks and Their Perception Among Young Consumers—An Eye-Tracking Analysis Versus Conscious Identification Based on Empirical Research

Featured Application

This research makes a significant contribution to understanding how young people perceive informational and promotional materials published on the websites of small financial institutions. This knowledge helps avoid mistakes in designing websites containing information and promotional content aimed at this group of respondents.

Abstract

The article explores how the design of informational and promotional messages from financial institutions influences their reception by young people. The study combined eye tracking, individual in-depth interviews (IDIs), and text mining analysis to examine both visual attention and participants’ conscious reactions. The aim was to identify young users’ preferences, determine factors influencing content perception, and assess the effectiveness of visual and audiovisual communication strategies. The main hypothesis proposed that minimalistic and visually attractive messages, enhanced with dynamic graphics, more effectively shape attitudes and elicit positive emotions. Specific aspects examined included the role of infographics, color schemes, message dynamics, and references to financial institutions in attracting attention and engagement. The results indicate that young people operate primarily in virtual space and express limited interest in traditional media such as television or print. They favor short, clear, and visually structured messages. Excessive textual content and lack of clarity provoked negative reactions and discouraged further engagement. Elements like infographics, colors, and logos were found to be strongly associated with brand recognition and memorability.

1. Introduction

Generational changes influence the banking services market, shaping its perception and usage. Membership in different age groups affects how banks communicate, what offerings they provide, and their inclination toward adopting new technological solutions [1]. One such modern development is the increasing use of eye tracking by researchers to study consumer behavior [2], including by banks. Initially used by psychologists to study basic mental functions, the technique has gained recognition in other fields. Eye tracking is a method of analyzing visual attention, particularly effective in capturing unconscious cognitive processes. It has gained popularity because of its ability to track cognitive actions in real time, without subjective judgments [3]. In consumer behavior research, eye tracking makes it possible to answer the question of how visual stimuli influence purchasing and transactional behavior. By recording participants’ eye movements, instead of asking direct questions, it is possible to stimulate actual purchasing scenarios, including financial services. This makes it possible to identify visual elements, such as color, texture, appearance, and the form of the message, which influence consumer decisions at the point of purchase [4]. Eye movements are now widely used to study cognitive processes during reading, scene perception, and visual searches [5].

One of the key factors significantly impacting individuals’ use of banking services is age, which is reflected in the diversified range of products offered by financial institutions. There are products available for school-aged children (up to 13 years), teenagers (aged 13–18), and young adults (18–26 years) [6]. This diversification arises from the differing financial needs and capabilities of consumers at various life stages. Age-specific services and products are widely applied in the financial sector, particularly in banking. Both age and other household characteristics determine financial needs and attitudes toward modern solutions, including those used in banking and strategies for reaching target groups.

The priority target groups of the National Financial Education Strategy for Poland, in relation to financial education programs, include

• Low-income households;
• Consumers at risk of over-indebtedness or already over-indebted;
• Working individuals, especially those nearing retirement age;
• Children, youth, parents, and teachers;
• Migrants and refugees (particularly from Ukraine) [7] (p. 33).

This categorization relates both to financial situations and age. Age influences a group’s acceptance of technology [8], allowing us to distinguish several groups and sub-groups that vary in their acceptance of banking service methods [6].

• Older generations:

• Baby Boomers—primarily driven by financial considerations and service quality, generally less receptive to mobile technology, and less inclined to change existing habits;
• Generation X—tends to find mobile banking complex, is cost-sensitive regarding mobile services, and prefers traditional payment methods such as cash;

2.

Younger generations:

• Generation Y (Millennials)—favors quick payments and values a positive bank image, frequently uses online payment systems, and prioritizes convenience and transaction speed;
• Generation Z—expects personalized services accessible through mobile apps, often uses phone transfers and POS payments with QR codes, and favors innovative, user-friendly technology.

These generations also differ in their behavior in the economy. Their characteristics generate different needs in today’s labor market, which is reflected in the way of communicating and creating information messages [9,10]. It is also said that Generation C has emerged—one that bridges the generational divide by being classified based on the digital environment they inhabit and use for communication [11,12]. They stand out with unique behaviors, values, attitudes, and a digital lifestyle. Members of this generation are constantly connected to the web, actively use technology, and navigate seamlessly within digital environments [13]. They are highly tech-savvy and active on social media, creating their own digital worlds through the content they post and view as attractive.

Research on the financial inclusion of Poles confirms that the percentage of people with bank accounts [14] is increasing year by year [15]. An age group analysis reveals the following account ownership rates:

• 18–24 years—93.3%;
• 25–39 years—98.6%;
• 40–54 years—95.0%;
• 55–64 years—91.0%;
• 65 years and older—80.2% [16].

This shows the special role that the younger generation plays as potential bank customers. Consequently, financial institutions are shifting their communication towards more intuitive, image-based messages and mobile applications. These changes are driven by the preferences and characteristics of various age groups as well as the younger generation’s evolving view of reality. Different information and marketing messages are needed for each generation [8,17]. Generation Y, for instance, is more visually oriented than text-focused and is at or has already reached an age when major decisions—such as those related to careers or finances—must be made [18] (p. 44). Young people appreciate modern technological solutions, favoring mobile payments and apps. With easy access to the Internet and mobile devices, cashless payments are popular among this group because they are perceived as convenient and fast. Young users also value intuitive and user-friendly solutions and being aware of potential risks, place trust in modern technologies, including biometric security measures [19].

Modern technologies adopted by financial institutions, including banks—such as those based on digitization of activities, artificial intelligence—are shaping how banks operate, reach their target audiences, and sell their services.

Research indicates that for community banks, geography matters, as local conditions strongly influence the activities of small banks [20], and banks have a stronger impact on the development of their customers, becoming key players in existing SME financing mechanisms, important institutions in regional financial ecosystems [21]. Replacing bank branches with remote forms of access increases the bank’s competitiveness. To maintain customer confidence and provide effective service in an increasingly digitized environment, cooperative banks are being forced to use digital technology [22]. A study of German cooperative and savings banks diagnosed the barriers to the digitalization of their operations. These were mainly related to technological and regulatory complexity and a lack of employee involvement in the digitization process [23]. The development of remote distribution channels in exchange for the expansion of traditional branches has a positive impact on the bank’s operating costs, availability of products, including loans, positively influencing local economic development [24]. The implementation and development of e-banking by banks support their competitive advantage. A study of Spanish banks on customer adoption of e-banking indicates that positive customer attitudes, ease of use, and usability significantly influence customer attitudes [25]. Therefore, simplifying the message and the interfaces, supporting customers, pointing out the strengths of using this form of access, and encouraging customers to co-create services are tasks for banks, including cooperative banks, which, in order to compete with the larger, commercial ones, must constantly improve their services. To this end, a survey of the cooperative bank’s message was conducted among young customers who rarely visit bank branches, using mainly the bank via the Internet or an app.

Taking into account also the fact that personal finances play an important role in the economy, as well as their growing role in everyday life and the impact on financial decisions, J. K. Solarz notes the transformation of personal finances and the role of generations in shaping the financial needs of a generation, referring to this phenomenon as financial socialization [26]. This process begins in early childhood and continues into early old age, involving parents, grandparents, friends, teachers, and social media in shaping an individual’s financial identity.

Financial socialization involves not only acquiring theoretical knowledge but also developing attitudes that form habits and impulses toward certain behaviors. People who place excessive trust in their financial competence, despite a lack of knowledge, are vulnerable to the temptations of abuse and mis-selling [27]. According to J. K. Solarz, generational changes are shaping the modern banking system. For the younger generation, key factors in choosing a bank and using its services include the following:

• Technology: Young people value modern technologies such as mobile applications and contactless payments, which make managing finances easier.
• Convenience: They prefer fast, straightforward payment methods that enable instant transactions.
• Security: They focus on the safety of their data and transactions, opting for proven and secure payment methods.
• Financial education: Acquiring knowledge about financial management is essential for making informed decisions.
• Self-control of expenses: They appreciate tools that help monitor and control spending, enabling them to manage their budgets more effectively.

Young consumers tend to favor cashless payment methods, avoid complex banking procedures, and seek simple, intuitive solutions. As a result of banking activity diversification, products aimed at younger customers should meet specific criteria. The most important of these is to offer personalization, i.e., creating solutions tailored to the unique needs and preferences of the young generation [6]. For younger consumers, advertising messages should be adapted using language and interactive communication channels that appeal to them, primarily through social media.

The characteristics of the young generation not only shape their shopping behaviors but also require financial institutions to adopt a more tailored approach. In their view, marketing messages should be specially prepared. Young people expect a personalized offer, aligned to their specific needs in terms of dynamism, language, communication channels, and the form of the presented content.

These factors should be incorporated into the marketing strategies of banks that aim to reach this group of specific, but also prospective, customers.

2. Literature Review

2.1. Perception of Informational and Promotional Content Among Young People (Young Adults)

Young adults from ages 18 to 26, belonging to the so-called Generation Z (and partially the youngest Millennials), have grown up in a highly digitalized environment. Their way of processing informational and promotional content differs significantly from that of previous generations, both in terms of preferred communication formats and cognitive mechanisms related to attention and memory.

Characteristic features of message reception among young adults:

• Preference for visual content—young recipients respond more quickly to images, infographics, emojis, and short videos than to continuous text. Aesthetic quality and graphic consistency play a crucial role in capturing their attention.
• Demand for short, concise messages (snackable content)—brief, clear messages that are easy to scan (headings, bullet points, highlights) are favored. Long, unstructured texts are often ignored.
• Low tolerance for information overload—excessive data or unclear formatting leads to frustration and message rejection.
• Expectation of immediate value—messages that do not immediately convey a benefit for the recipient are quickly dismissed.
• Importance of authenticity and credibility—young people value transparency and quickly recognize artificial or manipulative tones. Brand consistency and values matter.
• Digital and mobile-first communication—most content is consumed on smartphones, mainly through social media platforms. Therefore, messages must be responsive and optimized for mobile formats.

Characteristics of the 18–26 age group:

• Digital natives—raised with the Internet and mobile technology, they are fluent in using digital tools.
• Multitasking and selective attention—they process multiple stimuli simultaneously but have a short attention span.
• High visual awareness—they are sensitive to visual quality and graphic details.
• Experience-driven—they expect personalized, interactive, and enjoyable user experiences.
• Social and emotional sensitivity—they respond positively to messages that appeal to emotions, values, and a sense of community.

Table 1. A literature review on various aspects of Generation Z.

	Generation Z Characteristics
Age range definitions	Most dictionaries, like the Merriam-Webster Online Dictionary, the Oxford Dictionary, and Encyclopedia Britannica, define Generation Z as the generation of people born in the late 1990s and early 2000s [28,29,30]. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years, with the generation loosely being defined as people born around 1997 to 2012 (Twenge 2017) [31] (Dimock 2019) [32]. Generation Z is the generation reaching adulthood in the second decade of the 21st century, and is perceived as being familiar with the Internet from a very young age [33,34].
Terminology	Generation Z follows the millennial generation (or Millennials), sometimes called Generation Y, which followed Generation X. Reaching the end of the standard Latin alphabet, Generation Z is succeeded by Generation Alpha, the first generation to be assigned a Greek letter. Generation Z (often shortened to Gen Z or Gen Zers) is also known as Zoomers. Other proposed names for the generation included: Homeland Generation, Homelanders, Centennials, iGeneration, Post-millennials, Pluralist Generation, Internet Generation, Net Gen, Digital Natives, and Neo-Digital Natives.
General description	Members of Gen Z are true digital natives; from a very young age, they have been exposed to the Internet, social networking sites, e-commerce, and mobile systems. Members of Generation Z have been born or raised around the time of the 9/11 terrorist attacks and have been undeniably shaped by the recession of 2007–2009 and the COVID-19 pandemic. The Economist has described Generation Z as being more educated, well-behaved, stressed, depressed, and exam-obsessed in comparison to previous generations [35]. While Generation Z proved to be less resilient than older cohorts, their fundamental values did not change, and they remained open to change, such as the transition towards hybrid school and remote work. They prefer to get their news from social media networks such as Instagram and TikTok and the video-sharing site YouTube rather than more traditional media, such as radio or television. Generation Z members spend much leisure time watching streaming, Internet scrolling, social networking, watching YouTube videos, and playing games on smartphones. Generation Z has gradually become the main force of market consumption [36]. As consumers, Generation Z members typically rely on the Internet to research their options and place orders. They are generally skeptical and avoid companies whose practices and values are contradictory [37,38]. Their purchases are heavily influenced by trends promoted by “influencers” on social media [39,40,41], as well as fear of missing out (FOMO) and peer pressure [42]. The need to be “trendy” is a key motivator. Due to their relatively high income, members of Generation Z have higher spending habits. According to new research, they rely on social media to make purchasing decisions, with health and beauty products being the most frequently purchased category on these platforms [43]. Generation Z shows greater concern for the environment and an eco-friendly lifestyle, which may influence consumer and social trends [44]. Generation Z expects flexibility, development opportunities, the use of new technologies, and transparency from employers.
Use of information and communications technology (ICT)	Generation Z is made up of individuals who grew up in a fully digitalized society. Information and communications technology (ICT), including the Internet and mobile devices, is a natural and integral part of their lives. They are characterized by high proficiency in using digital tools and a preference for online communication. They grew up in a world where the Internet and mobile technologies are commonplace, unlike older generations who had to learn them [45]. They are often referred to as digital natives [46]. Generation Z is accustomed to processing information quickly and is capable of multitasking. Generation Z lives in an era of widespread access to social media and consistently integrates it into their daily lives, using it not only to communicate with friends and family but also to interact with people they would otherwise never meet in person. The vast majority use social media and spend a lot of time online [47]. They prefer to communicate via social media, instant messaging, and other online platforms. They actively create online content, not just consume it like older generations [48]. They are typically proficient in using various devices and software, often without the need to read manuals. Generation Z is characterized by openness to new technologies and work methods. In summary, Generation Z is a generation deeply connected to ICT, shaping their way of thinking, communicating, and lifestyle. Understanding their needs and preferences is crucial for businesses, education, and society as a whole.
Marketing for Generation Z	Marketing to Generation Z requires understanding their unique characteristics and preferences. These individuals have been raised in the digital age and are fluent in technology and social media. Key principles of marketing to this generation include authenticity, speed, visuality, interactivity, social and ecological engagement, and personalization. Generation Z demands new forms of communication and marketing. Companies must adapt their communication strategies to their preferences, prioritizing authenticity, storytelling, and social media engagement. Gen Zers have short attention spans, requiring brands to create concise, visual, and engaging content [49,50]. Gen Z values authenticity and credibility in brands. They expect honesty and transparency in communication, as well as a commitment to important social and environmental issues. Gen Z is the generation with responsible behavior regarding environmental protection and a real promoter of Green Marketing culture [44]. Zoomers enjoy interactive content that allows for engagement and personalization, such as contests, quizzes, and the ability to create their own content. Gen Z is highly engaged with social media and follows influencers, making influencer marketing an effective way to reach this group. Gen Z spends most of its time on mobile devices, so content should be optimized for smartphones and tablets.
Website design	Website design for Generation Z should prioritize minimalism, speed, intuitiveness, and engaging visuals. Gen Z values authenticity, inclusivity, and seamless mobile experiences, favoring websites that are fast, easy to navigate, and visually appealing with interactive elements [51]. Gen Z prefers websites that are easy to scan and understand, with ample white space and clear typography. They prioritize simple and straightforward navigation that allows users to find information quickly [52]. Since Gen Z is highly mobile-centric, websites have to be fully responsive and optimized for mobile devices. Gen Z enjoys visually stimulating designs with strong colors and dynamic elements. Interactive elements, like animations, micro-interactions, and scroll-triggered effects, make websites more engaging [53]. Videos, GIFs, and other multimedia content can enhance the user experience and capture Gen Z’s attention [54]. Gen Z expects websites to load quickly. Designers should incorporate visuals and content that reflect a range of backgrounds and perspectives to showcase inclusivity. Websites have to be accessible to users with disabilities and offer personalized experiences based on user preferences [55]. By focusing on these key elements, website designers can create engaging and effective online experiences that resonate with Gen Z users.

Source: own research.

presents a summary of the literature concerning various aspects of Generation Z.

2.2. Application of Eye Tracking in Economic Studies

Eye-tracking technology is an affordable and relatively simple tool widely used in experimental research on information perception and processing. Numerous studies in experimental economics and finance confirm that the way information is presented, received, and processed significantly influences decision-making processes. Eye tracking allows researchers to collect data that complement traditional observations of choice variables and has gained considerable popularity among scholars in behavioral economics and finance.

The use of eye-tracking technology in experimental economics and finance research is a relatively recent development, although similar topics have previously been addressed in literature related to marketing, organizational studies, and accounting.

Table 2. Examples of eye-tracking applications in economic research (including consumer behavior).

Authors	Title	Year
K. Balcombe, I. Fraser, L. Williams, E. McSorley [56]	Examining the relationship between visual attention and stated preferences: A discrete choice experiment using eye-tracking	2017
P. Ballco, T. De-Magistris, V. Caputo [57]	Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment	2019
P. Bansal, E. J. Kim, S. Ozdemir [58]	Discrete choice experiments with eye-tracking: How far we have come and ways forward	2024
M. Bartels, K. Tillack, C. T. Jordan Lin [59]	Communicating nutrition information at the point of purchase: An eye-tracking study of shoppers at two grocery stores in the United States	2018
N. Bault, P. Wydoodt, G. Coricelli [60]	Different attentional patterns for regret and disappointment: An eye-tracking study	2016
M. G. Ceravolo, V. Farina, L. Fattobene, L. Leonelli, and G. Raggetti [61]	Presentational format and financial consumers’ behaviour: An eye-tracking study	2019
M. G. Ceravolo, V. Farina, L. Fattobene, L. Leonelli, G. Raggetti [62]	Anchoring effect in visual information processing during financial decisions: An eye-tracking study	2022
M. Chen, Y. Chen, R. Qi, J. H. W. Hsiao, W. W. T. Lam, Q. Liao [63]	Testing the effects of health-benefit, environmental-benefit and co-benefit priming for promoting sustainable food choice and their psychological mechanisms: A randomized controlled trial combined with eye tracking	2024
Y. Chen, J. Jermias, T. Panggabean [64]	The role of visual attention in the managerial judgment of balanced-scorecard performance evaluation: Insights from using an eye-tracking device	2016
G. Devetag, S. Di Guida, L. Polonio [65]	An eye-tracking study of feature-based choice in one-shot games	2016
J. Ding, J. G. Yu, P. Bansal [66]	Preferences for electric vehicles under uncertain charging prices: An eye-tracking study	2025
R. Duclos [67]	The psychology of investment behavior: (De)biasing financial decision making one graph at a time	2015
S. Fiedler et al. [68]	Social value orientation and information search in social dilemmas: An eye-tracking analysis	2013
B. Garcia-Carrion, S. Del Barrio-Garcia, F. Munoz-Leiva, F., L. Porcu [69]	Exploring destination positioning and message congruence in tourism management: An eye-tracking and fMRI study	2025
L.P. Hilbert, M.K. Noordewier, L. Seck et al. [70]	Financial scarcity and financial avoidance: an eye-tracking and behavioral experiment	2024
A. Hüsser, W. Wirth [71]	Do investors show an attentional bias toward past performance? An eye-tracking experiment on visual attention to mutual fund disclosures in simplified fund prospectuses	2014
J. Jin, A. Wang, C. Wang, Q. Ma [72]	How do consumers perceive and process online overall vs. individual text-based reviews? Behavioral and eye-tracking evidence	2023
N. Krucien, M. Ryan, F. Hermens [73]	Visual attention in multi-attributes choices: What can eye-tracking tell us?	2017
J. N. Lahey, D. Oxley [74]	The power of eye tracking in economics experiments	2016
K. E. Lewis, C. Grebitus, R. M. Nayga [75]	The impact of brand and attention on consumers’ willingness to pay: Evidence from an eye tracking experiment	2016
N. Modi, J. Singh [76]	Understanding online consumer behavior at e-commerce portals using eye-gaze tracking	2023
J. Mou, D. Shin [77]	Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach	2018
C. Rasch, J. J. Louviere, T. Teichert [78]	Using facial EMG and eye tracking to study integral affect in discrete choice experiments	2015
Y. Ren, Q. Liu, G. Wu, J. P. Loy [79]	Consumer preferences for sugar-sweetened beverages: Evidence from online surveys and laboratory eye-tracking choice experiments	2025
E. Reutskaja, R. Nagel, C. F. Camerer, A. Rangel [80]	Search dynamics in consumer choice under time pressure: An eye-tracking study	2011
T. Ruppenthal [81]	Eye-tracking studies on sustainable food consumption: A systematic literature review	2023
M. Ryan, N. Krucien, F. Hermens [82]	The eyes have it: Using eye tracking to inform information processing strategies in multi-attributes choices	2018
T. Shavit et al. [83]	Using an eye tracker to examine behavioral biases in investment tasks: An experimental study	2010
M. Sielicka-Różyńska, E. Jerzyk, N. Gluza [84]	Consumer perception of packaging: An eye-tracking study of gluten-free cookies	2021
A. Simonetti, E. Bigne [85]	Customer journey-based smart technology of new brands: a self-reported and eye-tracking study	2025
L. P. Sirois, J. Bédard, P. Bera [86]	The informational value of key audit matters in the auditor’s report: Evidence from an eye-tracking study	2018
F. M. Toma, C. O. Cepoi, M. N. Kubinschi et al. [87]	Gazing through the bubble: an experimental investigation into financial risk-taking using eye-tracking	2023
J. Vila, Y. Gomez [88]	Extracting business information from graphs: An eye tracking experiment	2016
Q. Wang, D. Ma, H. Chen, X. Ye, Q. Xu [89]	Effects of background complexity on consumer visual processing: An eye-tracking study	2020
E. Wästlund et al. [90]	Heuristics and resource depletion: Eye-tracking customers’ in situ gaze behavior in the field	2015
S. Zhen, X. Xia, L. Huang, Y. Cao, H. Fu, Y. Ren [91]	Does risk preference matter to consumers’ willingness to pay for functional food: Evidence from lab experiments using the eye-tracking technology	2024

Source: own research.

presents examples of eye-tracking applications in the broadly understood field of economics.

Making individual financial decisions—such as those related to spending, saving, mortgages, retirement planning, asset distribution, or insurance—typically requires choosing between alternatives under constraints like limited time, information, or cognitive capacity. Eye-tracking studies in this area have examined a range of economic theories and have been applied across fields including behavioral economics, finance, accounting, and organizational economics. The power of eye-tracking technology lies in the possibility of capturing the visual attention of individuals for different types of economic behavior.

3. Materials and Methods

Eye-tracking surveys are used to analyze the advertising messages of consumer goods manufacturers, advertising messages [92], and, less frequently, to study the transparency of messages and transaction services by financial institutions, particularly cooperative banks. It can therefore be concluded that this study, although a pilot study, is pioneering in this group of financial institutions.

Combining the eye-tracking method with in-depth face-to-face interviews (IDIs) adds value to the results, as it allows for the additional analysis of the conscious and unconscious aspects of the participants. In-depth interviews are often used alongside methods such as eye tracking to provide contextual understanding and deeper insights into the cognitive and emotional processes underlying the observed behavior [93].

Combining eye tracking with qualitative techniques, like in-depth interviews, allows researchers to move beyond ‘where people look’ to explore ‘why they look,’ thereby enriching interpretation and generating more holistic insights. Therefore, the authors conducted their research using a mixed method [94].

The research involved a group of 48 young people (volunteers), aged from 18 to 26. Among the 48 participants, 23 were high school students from two regional secondary schools, and the remaining 25 were university students from the largest university in the region. In total, the study included 27 men and 21 women. The study received approval from the appropriate bioethics committee. It was carried out in two stages. Initially, an eye-tracking session was conducted (with the usage of a Tobii Pro Fusion 60 Hz eye tracker to capture eye movements), followed by direct interviews with the participants.

The aim of the study was to identify the cognitive, behavioral, and emotional reactions of young users when exposed to the promotional and informational content of a financial institution represented by a cooperative bank. For this purpose, a mixed approach was used. Quantitative data from eye-tracker measurements (identification of gaze focus points, fixation time, visual regression) and qualitative data obtained in in-depth face-to-face interviews were used.

The emotional reception of the content was analyzed using text data mining, including frequency analysis, i.e., which words and phrases most often describe the analyzed messages and keywords indicating attitudes towards the messages. Special attention was paid to the comparison of emotional reactions in the context of audiovisual messages (commercials) and static content (information texts, advertising leaflets).

Analysis of the emotions that arose when viewing the promotional materials and reading the content was carried out in two ways:

• Visual data analysis (eye tracking)—this allowed for precise tracking of the visual engagement of young audiences and also made it possible to identify moments when participants focused their attention on the most salient elements of the advertising materials. This made it possible to identify which parts of the ad triggered stronger emotional responses (e.g., curiosity, surprise, or joy).
• Emotion analysis in texts (text mining) during IDIs—by using sentiment analysis and word frequency analysis, it was possible to identify positive and negative emotions associated with different elements of the communications. Young people reacted emotionally to different aspects of communication—infographics, colors, or images of famous people.

4. Results of Eye-Tracking Study and In-Depth Interviews (IDIs)

In the first part of the eye-tracking study, the participants’ task was to watch a promotional spot for cooperative banks and answer the question “Is this advertisement for you?” When analyzing the recordings in Tobii Pro Lab, we examined whether the participants focused their attention on the logo shown in the spot and on other information about the cooperative banks—such as the website address or the company’s mission (i.e., a declaration that clearly specifies which customer needs the banks intend to satisfy and which values they represent) (see Figure 1).

The metrics calculated in the Tobii Pro Lab software (Full edition 25.7.1400 (x64)) are presented in Appendix A, with examples provided in

Table A1. Part of the table with metrics for selected participants.

Participant	The Start Time of an Interval	The Average Duration of the Fixation Inside an AOI During an Interval	The Number of Fixations Occurring in an AOI During an Interval	The Time to the First Fixation Inside an AOI During an Interval	The Average Duration of the Fixations Inside an AOI During an Interval	The Number of Fixations Occurring in an AOI During an Interval	The Average Duration of the Visits Inside an AOI During an Interval	The Number of Visits Occurring in an AOI During an Interval	Time to First Visit Inside an AOI During an Interval	The Average Duration of the Glances Inside an AOI During an Interval	The Duration of the First Glances Inside an AOI During an Interval	The Number of Saccades Occurring in an AOI During an Interval	The Duration Until the Start of the First Saccade that Ends in an AOI During an Interval
k01	604699	183	2	29037	183	2	383	1	29037	417	417	1	29004
k01	604699	119	3	8578	158	2	425	1	8578	425	425	2
k01	604699	190	5	19936	200	4	1151	1	19936	1151	1151	3
k01	604699	133	2	27887	133	2	300	1	27887	350	350	1	27837
k01	604699	203	6	370	203	6	317	4	370	375	283	2	320
k01	604699	112	4	29504	128	3	630	1	29504	713	713	1	29421
k01	604699	158	2	4286	158	2	350	1	4286	367	367	1
k01	604699	733	1	28271	733	1	733	1	28271	750	750	0
k01	604699	340	5	21537	408	4	1798	1	21537	1865	1865	4	21470
k03	598355	124	3	8550	150	1	440	1	8550	440	440	2
k03	598355	319	3	19924	275	2	1022	1	19924	1056	1056	2	19890
k03	598355	133	1	27907	133	1	133	1	27907	150	150	0	27891
k03	598355	261	3	29141	261	3	867	1	29141	900	900	2	29107
k03	598355	254	2	4090	333	1	542	1	4090	575	575	1	4056
k03	598355	250	3	28107	250	3	783	1	28107	850	850	2	28041
k03	598355	288	4	21724	288	4	600	2	21724	675	350	2	22290
k04	594612	106	3	8561	142	2	434	1	8561	451	451	2	8544
k04	594612	522	2	19916		0	1094	1	19916	1094	1094	1
k04	594612	1200	1	28111	1200	1	1200	1	28111	1233	1233	0	28078
k04	594612	517	1	4611	517	1	517	1	4611	567	567	0	4561
k04	594612	192	2	3944	192	2	433	1	3944	500	500	1
k04	594612	739	1	29378		0	739	1	29378	806	806	0	29312
k04	594612	820	1	22497		0	820	1	22497	820	820	0
k05	620186	202	2	8544		0	438	1	8544	438	438	1
k05	620186	211	5	19909	278	3	561	2	19909	577	1049	3	21324
k05	620186	197	5	27953	242	4	534	2	27953	559	17	3	27991
k05	620186	156	3	790	156	3	242	2	790	292	383	1	723
k05	620186	198	3	29124	217	2	305	2	29124	355	183	1	29091
k05	620186	51	1	4590		0	51	1	4590	68	68	0
k05	620186	183	1	29341	183	1	183	1	29341	250	250	0	29274
k05	620186	309	4	21974	256	3	1338	1	21974	1438	1438	2	21874

Source: own research.

. The four most relevant ones in this study are listed below:

• The time to the first fixation inside an AOI during an interval (TTFF): This metric measures how long it takes for a participant’s gaze to land on a specific area of interest (AOI) for the first time. A shorter TTFF indicates that the visual features of the element are more successful in drawing immediate attention. It is especially useful for determining which items attract the gaze most quickly.
• The total duration of the fixation inside an AOI during an interval: This indicator reflects the total time and the mean position of a sequence of fixations within a defined AOI. It may consist of several fixations and short saccades between them. The sequence is considered finished once the gaze shifts outside the AOI.
• The number of fixations occurring in an AOI during an interval: This measure shows how often an AOI is fixated upon. A higher number of fixations suggests that the element is perceived as more important or relevant. Closely related to fixation duration, it helps evaluate the overall level of attention devoted to different stimuli across tasks of varying length.
• The last AOI fixated during an interval: This identifies the final area of interest (AOI) where the participant’s gaze remained within a defined time window of the study.

As part of statements during IDIs, in the context of audiovisual messages, dynamism appeared to be a key factor that attracted the attention of young audiences. Although some respondents indicated that the ad was intended for a younger age group, it was noted that the dynamism of the message—involving rapid visual changes, intense colors, and movement—had a strong impact on their perception. Young people reacted positively to the commercial and enjoyed watching it (Figure 2).

Interview participants were asked what aspects could increase their involvement, and the participants indicated that the scenes presented should be more focused on situations relevant to their generation. This may mean that active emotional and visual involvement during the viewing of such material is an important factor for them in determining the attractiveness of the message, with increased involvement being additionally achieved by making the message more personalized to their age group.

In interpreting the keywords of the reception of what they saw, it can be pointed out that young people prefer messages that offer dynamic visual scenarios. The slogan dynamism and dynamic were the main summaries of what they saw while expressing a positive reaction to it. Although the advertising message itself may have been dedicated to a younger age group, participants perceived the positive aspects of this dynamism, which promoted a better assimilation of the content, even if the advertising itself was not directly aimed at them.

The analysis of eye-tracking data related to the presented commercial spot, together with the responses provided by the participants during interviews (IDIs), made it possible to develop guidelines and recommendations for the cooperative bank. These could significantly improve the informational message so that it appeals to both groups of young people, namely, high school students and university students.

In the second part of the study, traditional advertising materials in the form of leaflets were presented. For the purposes of the eye-tracking experiment, they were converted into electronic form, and some of them were additionally discussed during the IDI. The participants’ task was to review selected bank leaflets. The aim of this part of the study was to examine whether the information contained in the leaflet, as well as the way it was arranged, was understandable and clear to young people.

4.1. Importance of Readability in Written Messages

When analyzing and interpreting written messages (e.g., information materials and leaflets of the cooperative bank), the readability of the content played a key role in the reception. The study revealed that excessive text (see Figure 3) and a lack of clear structure generated negative emotions in the form of discouragement, which was noticeable in participants’ textual responses and sentiment analysis. They often emphasized the need for the information presented to be straightforward, avoiding overburdening content that did not capture their attention. The colored dots in Figure 3 represent fixation points and scan paths, illustrating how individual high school students processed the information presented in the leaflet. A higher density of fixation points observed at the beginning of the leaflet suggests a more detailed and attentive reading of the initial sections. In contrast, the decreasing number of fixations in later parts implies that cognitive fatigue and information overload may have diminished participants’ engagement with the subsequent content.

Interview participants emphasized the need for the information presented to be straightforward, avoiding overburdening content that did not capture their attention. In terms of emotion, the readability of the content was considered an important factor influencing the level of satisfaction with communication. During individual in-depth interviews (IDIs), respondents indicated that too much text or complicated messages, full of industry jargon, made the message unattractive. Simplicity and clarity of information appeared to be an important factor in the ease of reception of the material. Young people preferred short, concise messages that were easy for them to understand and remember. From the analysis of the results, it appears that an excess of information resulted in a decrease in engagement and, therefore, a decreased effectiveness of communication. Participants expected information to be presented in a minimalist way, without unnecessary detail, and to be clearly organized in the form of headlines, lists, or infographics.

4.2. Importance of Visual Elements—Infographics, Logos, Colors

Very important elements that young people identify with financial institution brands are infographics, colors, and logos. The IDIs showed that they regard these elements as key brand identifiers that enable them to quickly recognize the institution. In this context, participants paid particular attention to the visual consistency of the materials, as well as the aesthetic appeal. Infographics were seen as a particularly useful tool that allowed for quick understanding of complex content, which is important in the case of offers regarding banking services.

The sample bank information leaflet presented in Figure 4 contains very short and easy-to-remember information for young people regarding payment card security, its expiration date, card number, PIN, and CVV code. Accompanied by an illustration of the card, it uses arrows to indicate the location of each element.

Additionally, with the use of text highlighted in green font, guidelines were provided to help young people understand how to protect their payment card information, for example:

• Card number—“Do not let anyone see it”;
• Card PIN—“Keep it secret”;
• CVV code—“No one but you can see it”;
• Card expiry date—“No one but you should know it”.

4.3. Role of Celebrity Image

Another important element that significantly influenced young people’s perception was the images of celebrities in the advertising material (see Figure 5).

Figure 5 presents an example of an advertisement placed on the homepage of a cooperative bank, featuring images of athletes well-known to the local community. The caption indicated by the athletes encourages potential customers of the bank to build local relationships together.

It was observed that participants reacted positively to the use of celebrity images, but their perception depended on the degree of familiarity with this person and the link to their personal context. As their statements during interviews indicated, if the celebrity was close to them, e.g., came from their region or was related to their interests, the effect of positive perception was clearly stronger. In contrast, in the case of less familiar characters, the effectiveness of advertising featuring them declined, indicating the importance of recognizability and emotional connection with the depicted character.

4.4. Interaction with Online Advertising

The results of the study indicated that young people are mainly involved in the virtual world, where they encounter a variety of advertising and information messages on a daily basis. They occasionally associate forms outside of it. They openly declare a lack of interest in traditional media such as television or the press. Nonetheless, as the study participants declared during the IDI, young people’s attention is selective, and they treat most advertisements and messages as background or ignore them, especially when these are received on social media platforms. Young people rarely pay particular attention to adverts unless they are specifically tailored to their interests or offer content that they find interesting and engaging.

In conclusion, it should be stated that the key element is the simplicity of the message and the use of graphic forms that support the cognitive process based on identifying keywords. The study revealed that the way young people and students browse pages resembles social media habits—rapid, fragmented reading, even in contexts requiring concentration. This indicates the necessity of designing content with consideration for new models of perception, based on minimalism and visual clarity.

5. Discussion and Future Work

In the context of the study, an important element that emerged among young participants was the need for personalization of the offer. Young people indicated that advertising and informational messages must be tailored to their individual needs and preferences, as well as to their associations with the financial institution, in order to be more attractive and effective. In particular, it was noted that messages corresponding to their interests or needs were better received and evoked positive emotions, such as interest in the mentioned material.

A positive reception among the younger generation was observed in the case of leaflets with colorful characters, even though the association with the financial institution was weaker. These leaflets were more willingly picked up. The way in which the informational content was positioned was also important; when it required more analysis or effort, participants reacted with irritation. This was the case with a leaflet presenting a colorful circle with descriptions of the functionalities offered by the cooperative bank (see Figure 6). During interviews, participants emphasized that it should not be necessary to turn one’s head in order to read the information.

Students also responded positively to colorful materials but paid more attention to the alignment of the leaflet with its content. Both groups were more likely to choose materials that clearly identified with the bank, which makes this form more preferable for them. The balance between graphic design and content must therefore be adjusted in favor of less text and more slogans or highlights.

Students were interested in accounts offering added value; therefore, one option worth considering is the introduction of deposit offers on favorable terms, which could persuade them to consider the bank. Moreover, since they tend to monitor their expenses more closely, the possibility of analyzing them through a transparent graphical cost planner would meet their stated need.

High school students, on the other hand, are much less inclined to change their current accounts but remain open to exploring new opportunities offered by the bank. Therefore, to build their openness to the brand and encourage them to consider it in the future, it would be worthwhile to introduce workshops or classes where they could simultaneously learn something new while engaging with the brand. This could also reshape their perception of the bank, which they often associate with people outside their age group.

The emotional reception of the content was analyzed using text data mining, including frequency analysis, i.e., which words and phrases most often describe the analyzed messages and keywords indicating attitudes towards the messages. Special attention was paid to the comparison of emotional reactions in the context of audiovisual messages (commercials) and static content (information texts, advertising leaflets).

The combination of the results of visual analysis (eye tracking) and interviews with text mining analysis shows that young people’s emotions were strongly dependent on the dynamism of the visual message and the simplicity of the content. Infographics, colors and logos were perceived as positive elements that built an emotional bond with the brand, while an excess of text or complexity of the message resulted in negative emotional reactions, such as fatigue.

The study thus made it possible to accurately measure the emotional reactions of young people in the context of different forms of promotional materials, as well as to identify factors that determine the positive or negative reception of communication. The results point to the need to proactively tailor content to the emotional preferences of young consumers in order to increase their engagement and the effectiveness of communications.

The authenticity of the communication was also an important element. Young people preferred adverts that have a more “human touch”, rather than just to general marketing standards. They associated advertisements in the form of storytelling in a positive way and were much more likely to indicate that they associated such advertisements that they had watched and enjoyed.

Future research (concerning the same set of audiovisual advertisement materials from cooperative banks) will involve a larger cohort of participants, focusing on young adults aged between 18 and 26 years. This will allow for the identification of potential differences in the behavior of young people representing high school students and college students. The study will incorporate a deeper eye-tracking analysis of fixation and saccade patterns.

Additionally, different approaches to designing informational and promotional messages across various banks will be compared by creating a controlled set of stimuli, which will enable drawing clear conclusions based on predefined hypotheses.

6. Limitations

The above section presents the results of a study aimed at analyzing the behavior of young customers seeking information in a regional bank. The study was of a pilot nature, and the sample size (N = 48) limits the possibility of generalizing the findings to the entire population. The participants were students and young adults from a single region of one country. The analysis focused mainly on the indicators available in the Tobii Pro Lab software (e.g., number and duration of fixations), while other indicators that could potentially deepen the interpretation of the results (such as regressions, etc.) will be the subject of future analyses planned by the authors as part of subsequent in-depth studies.

Despite these limitations, the research and conclusions presented in the article offer valuable insights for practitioners, particularly in the design of advertising leaflets tailored to young customers. These findings can be valuable for a wide range of businesses, including banks and cooperative banks, as well as companies that target young consumers.