Eye tracking as a method of getting feedback in Neuromarketing

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26138077%3A_____%2F15%3A%230000883" target="_blank" >RIV/26138077:_____/15:#0000883 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Eye tracking as a method of getting feedback in Neuromarketing
Original language description
This paper deals with the evaluation of the effectiveness of marketing communication tools by application of selected methods of neuromarketing. It is the use of biomedical technology to detect preferences of consumers in the context of marketing research. The study validates possibilities of application of neuromarketing method Eye Tracking in the area of print advertising, particularly in terms of the ability of advertising to attract the attention of recipients. The goal of this neuromarketing investigation is, using the Eye Tracking method, to determine differences in attracting the attention of print advertising between men and women. The text briefly defines feedback, its role and characteristics of neuromarketing.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 3rd CER Comparative European Research Conference
ISBN
978-0-9928772-6-2
ISSN
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e-ISSN
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Number of pages
4
Pages from-to
41-44
Publisher name
Sciemcee Publishing
Place of publication
London
Event location
London
Event date
Jan 1, 2015
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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