Influence of neuromarketing on the perception of advertising posters: deter- mining factors in attention

被引：3

作者：

Fondevila-Gascon, Joan-Francesc ^{[1
,2
,3
]}

Gutierrez-Aragon, Oscar ^{[1
]}

Vidal-Portes, Eduard ^{[2
]}

Pujol, Oriol ^{[1
]}

机构：

[1] Univ Girona, Escola Univ Mediterrani, Girona, Spain

[2] Blanquerna Univ Ramon Llull, CECABLE, Barcelona, Spain

[3] CECABLE, Barcelona, Spain

来源：

GRAFICA-JOURNAL OF GRAPHIC DESIGN | 2023年 / 11卷 / 22期

关键词：

Neuromarketing; eye tracking; sensory marketing; elements of attention; heat map; IMPACT;

D O I：

10.5565/rev/grafica.256

中图分类号：

J [艺术];

学科分类号：

13 ; 1301 ;

摘要：

Neuromarketing aims to delve into the mind of the consumer. The objective of this research is to determine the reliability and precision of neuromarketing to carry out campaigns and assess emotions. Methodologically, Gazerecorder is used, which allows knowing the eye movements when viewing images. Real billboards are analyzed following a group of variables. It is concluded that the novelty is the main element of attention when viewing advertisements, not the color, and that there is a bias between the elements that attract attention valued a priori and those actually taken into account when evaluating an advertisement.

引用

页码：133 / 143

页数：11