IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2019067041061.html
   My bibliography  Save this article

The Use of Eye-Tracker and Face Reader as Useful Consumer Neuroscience Tools Within Logo Creation

Author

Listed:
  • Katarína Neomániová

    (Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia)

  • Jakub Berčík

    (Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia)

  • Anka Pavelka

    (Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia)

Abstract

Traditional methods of conducting consumer behavior do not provide enough detailed information and therefore the paper aimed to demonstrate the use of consumer neuroscience when examining a selected product policy tool by using biometric methods to identify emotions and subjective consumer preferences. Consumer neuroscience tools provide valuable information to decide on the success of the company in the future, so we consider it as essential to inform entrepreneurs and subjects alike about this modern way of studying consumer behavior. The subject of the research was the original logo of the selected company and the design of three new logo variants that were created using the online graphical tool. Primary data collection was realized under laboratory conditions using the Eye Tracker and Face Reader. Overall, based on the results of our research, we rated the proposal no. 1 as the best one because it kept the views of respondents for the longest time and each respondent looked back at this color combination. The same results were confirmed as well by heat maps. The new logo found for the selected company, however, is recommended for further testing, such as AB testing involving consumer neuroscience tools, to verify the validity of the research undertaken.

Suggested Citation

  • Katarína Neomániová & Jakub Berčík & Anka Pavelka, 2019. "The Use of Eye-Tracker and Face Reader as Useful Consumer Neuroscience Tools Within Logo Creation," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 67(4), pages 1061-1070.
    • Handle: RePEc:mup:actaun:actaun_2019067041061
    DOI: 10.11118/actaun201967041061
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201967041061.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201967041061.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun201967041061?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Mateus Joffily & Giorgio Coricelli, 2013. "Emotional Valence and the Free-Energy Principle," Post-Print halshs-00834063, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Landmann, Elisa, 2023. "I can see how you feel—Methodological considerations and handling of Noldus's FaceReader software for emotion measurement," Technological Forecasting and Social Change, Elsevier, vol. 197(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Brice Corgnet & Camille Cornand & Nobuyuki Hanaki, 2020. "Negative Tail Events, Emotions & Risk Taking," Working Papers 2016, Groupe d'Analyse et de Théorie Economique Lyon St-Étienne (GATE Lyon St-Étienne), Université de Lyon.
    2. Ünsal Özdilek, 2021. "Sensing Happiness in Senseless Information," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 16(5), pages 2059-2084, October.
    3. Meng-Xun Ho & Hideyoshi Yanagisawa, 2023. "Design for Well-Being and Sustainability: A Conceptual Framework of the Peer-to-Peer Sharing and Reuse Platform in the Circular Economy," Sustainability, MDPI, vol. 15(11), pages 1-17, May.
    4. Brice Corgnet & Camille Cornand & Nobuyuki Hanaki, 2020. "Tail events, emotions and risk taking," Working Papers halshs-02613344, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:actaun_2019067041061. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.