Influence of neuromarketing on the perception of advertising posters

determining factors in attention

Authors

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

neuromarketing, eye tracking, sensory marketing, elements of attention, heat map

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Author Biographies

Joan-Francesc Fondevila-Gascón, Blanquerna-URL

PhD in Journalism and Communication Sciences (Autonomous University of Barcelona, UAB), Graduate in Information Sciences and in Political Sciences and Sociology, Master in Communication Sciences, Master in Research in Communication Sciences and Master in Communication and Sport. University Professor, he is a professor at Blanquerna-Ramon Llull University, Escola Universitària Mediterrani of the University of Girona, Pompeu Fabra University, Autonomous University of Barcelona, University of Barcelona, Euncet Business School-Polytechnic University of Catalonia or EAE Business School. He is the principal investigator of the Research Group on Journalism and Digital Marketing and Broadband and of the Research Group on Innovative Monetization Systems for Journalism, Marketing and Digital Tourism (SIMPED) (https://mediterrani.com/investigacion-eum/simped/ ), and researcher at the UPF Scientific Communication Observatory. He is director of CECABLE (http://cecable.net/) and president of the Societat Catalana de Comunicació del Institut d' Estudis Catalans (https://scc.iec.cat/). He has published more than 200 indexed scientific articles, has achieved four six-year research periods, and has won numerous awards as a professor, researcher, manager, journalist, and writer.
h-index: 28

Óscar Gutiérrez-Aragón , Escola Universitària Mediterrani de la Universitat de Girona (UdG), UB

Dr. en Economía, profesor en EU MEditerrani-UdG y UB.

Eduard Vidal-Portés, Universitat Ramon Llull (URL)

Dr. en Comunicación, profesor de Blanquerna-URL

Oriol Pujol-Cordero

Investigador de EU Mediterrani-UdG

DOI

https://doi.org/10.5565/rev/grafica.256

Published

2023-07-13

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Copyright (c) 2023 Joan-Francesc Fondevila-Gascón, Óscar Gutiérrez-Aragón , Eduard Vidal-Portés, Oriol Pujol-Cordero

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