Recall of Digital Content as Part of Consumer Response Model

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Recall of Digital Content as Part of Consumer Response Model

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Recall of Digital Content as Part of Consumer Response Model

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

11

Strana od-do

36-46

Název nakladatele

Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia

Místo vydání

Zagreb

Místo konání akce

Zagreb

Datum konání akce

1. 1. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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