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

6 Citations (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

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10.5565/rev/grafica.256

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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.",

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AU - Gutiérrez-Aragón, Óscar

AU - Vidal-Portés, Eduard

AU - Pujol, Oriol

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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.

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

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