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Información tecnológica

On-line version ISSN 0718-0764

Abstract

RODAS, Jairo A.  and  MONTOYA-RESTREPO, Luz A. Measurement and Analysis of Television Commercials based on the Computer Tools EyeTracking and FaceReader. Inf. tecnol. [online]. 2019, vol.30, n.2, pp.3-10. ISSN 0718-0764.  http://dx.doi.org/10.4067/S0718-07642019000200003.

The objective of this paper was the determination of a methodology for the evaluation of a commercial video, from the identification of the level of impact, emotional states and patterns of attention of consumers. The elements of experience to be analyzed were established and were studied through neuromarketing tools, such as EyeTracking and FaceReader, and are complemented by elements of traditional market research. The study presents the main variables for the application of this methodology, where consumer responses are analyzed and integrated. Based on the results of the study, it concluded that it is possible to define elements that generate attentional, cognitive, emotional and rational argumentation impact, through a systematic process.

Keywords : neuromarketing; advertising; consumer behavior; eye tracking; facereader.

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