HOW GEN Z RESPONDS TO DIGITAL VIDEO ADVERTISING: AN EXPERIMENTAL BIOMETRIC STUDY

Abstract

Digital marketing is currently facing an existential attention crisis, especially among Generation Z in Indonesia, who have a very strict information selection threshold with an average tolerance of only 9.5 seconds. This research provides a solution to address this anxiety through a biometric approach to dissect consumer unconscious processing that is often missed by traditional research. Using the Stimulus-Organism-Response (SOR) theoretical framework, this research integrates webcam eye tracking technology to map visual focus and wearable device sensors to monitor subjects' heart rate fluctuations in realtime This research is a pilot study with an exploratory qualitative descriptive approach involving 8 Generation Z participants who were exposed to instant food video advertisement stimuli. The analysis results show that high visual saliency elements in product texture successfully trigger the bottom-up attention mechanism Biometric data confirms the synchronization between intense visual fixation and a spike in heart rate (Beats Per Minute / BPM) which represents appetitive motivation. On the other hand, the phenomenon of decreased heart rate was found in certain participants, which indicates cognitive engagement or deep concentration in validating product attributes. Despite technical challenges in the form of motion artifacts in optical sensors, this data integration provides a more honest and authentic picture of consumer behavior. These findings confirm that a strong visual impression in the first millisecond is key to breaking through Generation Z's skepticism filter and triggering purchase intention