Badania eye trackingowe konsumentów : postrzeganie a prymowanie

• Autorzy: Lilianna Nowak , Agata Wawrzyniak , Barbara Wąsikowska

Warianty tytułu

Consumer Eye Tracking Surveys : Perception and Priming

• Języki publikacji: PL

Abstrakty

Dzięki nowoczesnym technologiom staje się możliwe zebranie danych behawioralnych, pozwalających na głębszą eksplorację uwarunkowań zachowań konsumentów. W artykule przedstawiono wyniki badania eksperymentalnego (z zastosowaniem eye trackera). Celem badania było poznanie wpływu prymowania zapachem na postrzeganie przekazów reklamowych. Analizie poddano efekty torowania zapachem w odniesieniu do wybranych aspektów metodologicznych oraz postrzegania marek. Artykuł przygotowano opierając się na źródłach literaturowych polskich i zagranicznych. Część empiryczna bazuje na wynikach badań eye trackingowych przeprowadzonych w listopadzie 2017 roku w Szczecinie. Artykuł ma charakter empiryczny. Sformułowane wnioski mają zarówno walor poznawczy, jak i pragmatyczny. (abstrakt oryginalny)

EN

Thanks to modern technologies, it is possible to collect behavioural data allowing for deeper exploration of determinants of consumer behaviour. The article presents the results of an experimental study (using an eye tracker). The aim of the study was to learn about the influence of the priming of fragrance on the perception of advertising messages. The effects of paving with scent in relation to the selected methodological aspects and brand perception were analysed. The article was prepared on the basis of Polish and foreign literature sources. The empirical part is based on the results of eye tracking researches carried out in November 2017 in Szczecin. The article is empirical. The conclusions formulated are both cognitive and pragmatic. (original abstract)

Słowa kluczowe

PL

Psychologia postrzegania; Okulografia; Zachowania konsumenta

EN

Psychology of perception; Eye tracking; Consumer behaviour

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 6 tom 2
• Strony: 296--311

Twórcy

autor

Lilianna Nowak

• Uniwersytet Ekonomiczny w Poznaniu

autor

Agata Wawrzyniak

• Uniwersytet Szczeciński

autor

Barbara Wąsikowska

• Uniwersytet Szczeciński

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