Description of the visual behavior of the spectators in sports press conferences
Neuromarketing is used to know the behavior, preferences and tastes of consumers. It uses methods from the neurosciences and is based on the direct measurement of the perception of stimuli. The purpose of the research is to know what is the visual behavior of the spectators of sports interviews with...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2021 |
| País: | España |
| Institución: | Universidad Católica San Antonio de Murcia (UCAM) |
| Repositorio: | RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia |
| OAI Identifier: | oai:repositorio.ucam.edu:10952/5715 |
| Acceso en línea: | http://hdl.handle.net/10952/5715 http://dx.doi.org/10.12800/ccd.v16i48.1604 |
| Access Level: | acceso abierto |
| Palabra clave: | Neuromarketing Eye Tracking Sports press conference Seguimiento ocular Conferencia de prensa deportiva |
| Sumario: | Neuromarketing is used to know the behavior, preferences and tastes of consumers. It uses methods from the neurosciences and is based on the direct measurement of the perception of stimuli. The purpose of the research is to know what is the visual behavior of the spectators of sports interviews with different advertising impacts. The data collection was done in a laboratory prepared specifically for the study. The technique of Eye Tracking (ET) was used, which allows to know the visual behavior of television viewers. The results reflect that the highest average of fixations in a press conference is in the person interviewed as well as the average time of fixation. Consequently, the design of sports press conferences modifies the visual behavior of the spectators, the plans, objects and advertising logos generate different behaviors that must be exploited by the sponsors |
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