Influence of neuromarketing on the perception of advertising posters: determining factors in attention

Abstract

Neuromarketing aims to delve into the mind of the consumer. The objective of this research is to determine the reliability and precision of neuromarketing to carry out campaigns and assess emotions. Methodologically, Gazerecorder is used, which allows knowing the eye movements when viewing images. Real billboards are analyzed following a group of variables. It is concluded that the novelty is the main element of attention when viewing advertisements, not the color, and that there is a bias between the elements that attract attention valued a priori and those actually taken into account when evaluating an advertisement.