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...

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Detalles Bibliográficos
Autores: Herrera, Priscilla, Segado, Francisco, Manzanares Serrano, Aarón
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
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spelling Description of the visual behavior of the spectators in sports press conferencesDescripción del comportamiento visual de los espectadores en conferencias de prensa deportivasHerrera, PriscillaSegado, FranciscoManzanares Serrano, AarónNeuromarketingEye TrackingSports press conferenceSeguimiento ocularConferencia de prensa deportivaNeuromarketing 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 sponsorsEl neuromarketing es utilizado para conocer el com-portamiento, preferencias y gustos de los consumidores. Utiliza métodos provenientes de las neurociencias y se basa en la medición directa de la percepción de estímu-los. El propósito de la investigación es conocer cuál es el comportamiento visual de los espectadores de entre-vistas deportivas con diferentes impactos publicitarios. La recolección de los datos se realizó en un laboratorio preparado específicamente para el estudio. Se utilizó la técnica de Eye Tracking (ET), que permite conocer el comportamiento visual de los espectadores de tele-visión. Los resultados reflejan que el mayor promedio de fijaciones en una conferencia de prensa se encuentra en la persona entrevistada al igual que el promedio de tiempo de fijación. Por consiguiente, el diseño de las conferencias de prensa deportivas modifica el compor-tamiento visual de los espectadores, los planos, objetos y logos publicitarios generan diferentes conductas que deben ser aprovechadas por los patrocinadoresActividad Física y Deporte2021info:eu-repo/semantics/articlehttp://hdl.handle.net/10952/5715http://dx.doi.org/10.12800/ccd.v16i48.1604reponame:RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murciainstname:Universidad Católica San Antonio de Murcia (UCAM)Españolinfo:eu-repo/semantics/openAccessoai:repositorio.ucam.edu:10952/57152026-06-07T18:35:21Z
dc.title.none.fl_str_mv Description of the visual behavior of the spectators in sports press conferences
Descripción del comportamiento visual de los espectadores en conferencias de prensa deportivas
title Description of the visual behavior of the spectators in sports press conferences
spellingShingle Description of the visual behavior of the spectators in sports press conferences
Herrera, Priscilla
Neuromarketing
Eye Tracking
Sports press conference
Seguimiento ocular
Conferencia de prensa deportiva
title_short Description of the visual behavior of the spectators in sports press conferences
title_full Description of the visual behavior of the spectators in sports press conferences
title_fullStr Description of the visual behavior of the spectators in sports press conferences
title_full_unstemmed Description of the visual behavior of the spectators in sports press conferences
title_sort Description of the visual behavior of the spectators in sports press conferences
dc.creator.none.fl_str_mv Herrera, Priscilla
Segado, Francisco
Manzanares Serrano, Aarón
author Herrera, Priscilla
author_facet Herrera, Priscilla
Segado, Francisco
Manzanares Serrano, Aarón
author_role author
author2 Segado, Francisco
Manzanares Serrano, Aarón
author2_role author
author
dc.subject.none.fl_str_mv Neuromarketing
Eye Tracking
Sports press conference
Seguimiento ocular
Conferencia de prensa deportiva
topic Neuromarketing
Eye Tracking
Sports press conference
Seguimiento ocular
Conferencia de prensa deportiva
description 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
publishDate 2021
dc.date.none.fl_str_mv 2021
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10952/5715
http://dx.doi.org/10.12800/ccd.v16i48.1604
url http://hdl.handle.net/10952/5715
http://dx.doi.org/10.12800/ccd.v16i48.1604
dc.language.none.fl_str_mv Español
language_invalid_str_mv Español
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
instname:Universidad Católica San Antonio de Murcia (UCAM)
instname_str Universidad Católica San Antonio de Murcia (UCAM)
reponame_str RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
collection RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,300719

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