Recall of Digital Content as Part of Consumer Response Model

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F19%3A00112146" target="_blank" >RIV/00216224:14560/19:00112146 - isvavai.cz</a>

Result on the web

<a href="https://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdZagreb2019_Online.pdf" target="_blank" >https://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdZagreb2019_Online.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Recall of Digital Content as Part of Consumer Response Model

Original language description

It appears relatively easy for most of the people to answer the questions such as “what is today’s date” or “describe experiences when you first started your current job”. However, if someone asks “what is the color of the last advertisement you have seen” or “what was the tittle of the newspaper article you have read this morning”, the answers might differ, not only in content but also in the actual recalling. The fact that humans can store and retrieve much information is incontestably fascinating. However, the brain has limited capacities. The question is what makes the person remember some items and contexts and forget others. This study explores the connection between attention and recall by implementing combined eye tracking and laddering interview method. The attended and recalled elements are part of the simulated website in the form of images and text and presented to the generation cohorts Y and Z. The results show that in the short-term memory, the objects that receive the highest attention are remembered better with both cohorts despite the type of the content. However, in the longer time span, the evidence shows that the form of the content influences the remembered exposure with generation Z especially. The results of this study may alter managerial preferences for the optimal content presented on the websites that should correspond to their strategic goals, such as making content marketing more memorable.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

49th International Scientific Conference on Economic and Social Development. Book of Proceedings

ISBN

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ISSN

1849-7535

e-ISSN

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Number of pages

11

Pages from-to

36-46

Publisher name

Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia

Place of publication

Zagreb

Event location

Zagreb

Event date

Jan 1, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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