Eye tracking measuring of visual perception of erotic appeals in the content of printed advertising communicates and analysis of their impact on consumers
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F16%3A43874724" target="_blank" >RIV/70883521:28130/16:43874724 - isvavai.cz</a>
Result on the web
<a href="http://link.springer.com/chapter/10.1007/978-3-319-33865-1_24" target="_blank" >http://link.springer.com/chapter/10.1007/978-3-319-33865-1_24</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-319-33865-1_24" target="_blank" >10.1007/978-3-319-33865-1_24</a>
Alternative languages
Result language
angličtina
Original language name
Eye tracking measuring of visual perception of erotic appeals in the content of printed advertising communicates and analysis of their impact on consumers
Original language description
Presented article is focused on an analysis of printed advertising communicates. The focus of this research is based on measuring of reactions of chosen samples of respondents on static advertisement, whose target is to determine the prediction of impact of erotic appeals on a consumer. The theoretical results are then complemented with description of implementation of the research, interpretation of results of eye-camera measuring and formulation of final recommendations concerning efficiency of application of erotic appeals in advertising.
Czech name
—
Czech description
—
Classification
Type
D - Article in proceedings
CEP classification
—
OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Springer Proceedings in Business and Economics
ISBN
978-3-319-33863-7
ISSN
2198-7246
e-ISSN
neuvedeno
Number of pages
7
Pages from-to
189-195
Publisher name
Springer International Publishing Switzerland
Place of publication
Cham
Event location
Mykonos
Event date
Sep 24, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000405332300024