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Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communications and Analysis of Their Impact on Consumers

In: Strategic Innovative Marketing

Author

Listed:
  • Tomáš Šula

    (TBU in Zlín)

  • Milan Banyár

    (TBU in Zlín)

  • Martina Juříková

    (TBU in Zlín)

Abstract

This article focuses on an analysis of printed advertising communications. The focus of the research is based on measuring the reactions of chosen samples of respondents on static advertisement, whose goal is to determine the prediction of the impact of erotic appeal on a consumer. The theoretical results are then complemented with a description of the implementation of the research, interpretation of results of eye-camera measuring, and formulation of final recommendations concerning efficiency of the application of erotic appeal in advertising.

Suggested Citation

  • Tomáš Šula & Milan Banyár & Martina Juříková, 2017. "Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communications and Analysis of Their Impact on Consumers," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 189-195, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_24
    DOI: 10.1007/978-3-319-33865-1_24
    as

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