Creating of effective product photography from perspective of neuromarketing

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F18%3A%230000372" target="_blank" >RIV/04274644:_____/18:#0000372 - isvavai.cz</a>

Result on the web

<a href="http://emijournal.cz/wp-content/uploads/2015/08/02_CREATING-OF-EFFECTIVE-PRODUCT-PHOTOGRAPHY.pdf" target="_blank" >http://emijournal.cz/wp-content/uploads/2015/08/02_CREATING-OF-EFFECTIVE-PRODUCT-PHOTOGRAPHY.pdf</a>

DOI - Digital Object Identifier

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Result language

čeština

Original language name

Creating of effective product photography from perspective of neuromarketing

Original language description

Using neuromarketing in marketing communication can increase its effectiveness in communicating with the customer. By neuromarketing, we try to ascertain as much as possible how the brain works in the process of buying and we try to make marketing activities more effective. The paper focuses on the area of neuromarketing research, especially on the application of the Eye Tracking research method. The aim of the paper is to find the most effective composition of photography by comparing the created photos from the area of jewelry in several different modifications. The photos were tested using the Eye Tracking method and further verbally evaluated by respondents using a questionnaire survey. The output of the testing are so-called "heat maps", which show where the respondents focused their view the most, what attracted their attention, whether the advertising message was successful and where its deaf places were located. The survey shows that the stylization of product photos is very important when presenting the product.

Czech name

Creating of effective product photography from perspective of neuromarketing

Czech description

Using neuromarketing in marketing communication can increase its effectiveness in communicating with the customer. By neuromarketing, we try to ascertain as much as possible how the brain works in the process of buying and we try to make marketing activities more effective. The paper focuses on the area of neuromarketing research, especially on the application of the Eye Tracking research method. The aim of the paper is to find the most effective composition of photography by comparing the created photos from the area of jewelry in several different modifications. The photos were tested using the Eye Tracking method and further verbally evaluated by respondents using a questionnaire survey. The output of the testing are so-called "heat maps", which show where the respondents focused their view the most, what attracted their attention, whether the advertising message was successful and where its deaf places were located. The survey shows that the stylization of product photos is very important when presenting the product.

Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2018

Confidentiality

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

Name of the periodical

Economics Management Innovation

ISSN

1804-1299

e-ISSN

1805-353X

Volume of the periodical

10

Issue of the periodical within the volume

2/2018

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

11

Pages from-to

16-26

UT code for WoS article

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EID of the result in the Scopus database

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