Influencia del neuromarketing en la percepción de carteles publicitarios: factores determinantes en la atención

Joan Francesc Fondevila-Gascón; Óscar Gutiérrez-Aragón; Eduard Vidal-Portés; Oriol Pujol

doi:10.5565/rev/grafica.256

Influencia del neuromarketing en la percepción de carteles publicitarios: factores determinantes en la atención

Translated title of the contribution: Influence of neuromarketing on the perception of advertising posters: determining factors in attention

Joan Francesc Fondevila-Gascón, Óscar Gutiérrez-Aragón, Eduard Vidal-Portés, Oriol Pujol

Research output: Indexed journal article › Article › peer-review

1 Citation (Scopus)

Abstract

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.

Translated title of the contribution	Influence of neuromarketing on the perception of advertising posters: determining factors in attention
Original language	Spanish
Pages (from-to)	133-143
Number of pages	11
Journal	Grafica. Documentos de diseño grafico
Volume	11
Issue number	22
DOIs	https://doi.org/10.5565/rev/grafica.256
Publication status	Published - 13 Jul 2023

Access to Document

10.5565/rev/grafica.256

Cite this

@article{7d22818c12314213aad4b914226a1c44,

title = "Influencia del neuromarketing en la percepci{\'o}n de carteles publicitarios: factores determinantes en la atenci{\'o}n",

abstract = "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.",

keywords = "elements of attention, eye tracking, heat map, Neuromarketing, sensory marketing",

author = "Fondevila-Gasc{\'o}n, {Joan Francesc} and {\'O}scar Guti{\'e}rrez-Arag{\'o}n and Eduard Vidal-Port{\'e}s and Oriol Pujol",

year = "2023",

month = jul,

day = "13",

doi = "10.5565/rev/grafica.256",

language = "Espa{\~n}ol",

volume = "11",

pages = "133--143",

journal = "Grafica. Documentos de dise{\~n}o grafico",

issn = "2339-7500",

publisher = "Departament de Publicitat, Relacions P{\'u}bliques i Comunicaci{\'o} Audiovisual. Universitat Aut{\`o}noma de Barcelona",

number = "22",

}

TY - JOUR

T1 - Influencia del neuromarketing en la percepción de carteles publicitarios

T2 - factores determinantes en la atención

AU - Fondevila-Gascón, Joan Francesc

AU - Gutiérrez-Aragón, Óscar

AU - Vidal-Portés, Eduard

AU - Pujol, Oriol

PY - 2023/7/13

Y1 - 2023/7/13

N2 - 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.

AB - 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.

KW - elements of attention

KW - eye tracking

KW - heat map

KW - Neuromarketing

KW - sensory marketing

UR - http://www.scopus.com/inward/record.url?scp=85166960490&partnerID=8YFLogxK

UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=pure_univeritat_ramon_llull&SrcAuth=WosAPI&KeyUT=WOS:001041214700002&DestLinkType=FullRecord&DestApp=WOS

U2 - 10.5565/rev/grafica.256

DO - 10.5565/rev/grafica.256

M3 - Artículo

AN - SCOPUS:85166960490

SN - 2339-7500

VL - 11

SP - 133

EP - 143

JO - Grafica. Documentos de diseño grafico

JF - Grafica. Documentos de diseño grafico

IS - 22

ER -

Influencia del neuromarketing en la percepción de carteles publicitarios: factores determinantes en la atención

Abstract

Access to Document

Other files and links

Fingerprint

Cite this