2015
DOI: 10.3916/c45-2015-08
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Abstract: Las personas mayores son grandes consumidores de los medios, especialmente la televisión (TV), donde el spot convencional se combina con formatos publicitarios introducidos en el programa que no rompen su continuidad: la publicidad no convencional (PNC). El objetivo de este trabajo es analizar cómo los adultos mayores, en comparación con los jóvenes, atienden y procesan la información que aparece simultáneamente en la pantalla (programa y publicidad). Participan en el estudio 30 adultos mayores y 30 jóvene… Show more

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Cited by 34 publications
(19 citation statements)
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“…The independent variables were the origins of the participants (Spain or Portugal), all of whom were in the same age range and had an interest in fashion, and the type of stimuli issuer (influencer or fashion brand). Visual attention is an essential element in the recognition and preference for a brand promoted through advertising, and young people can most easily focus their attention on the relevant information that is transmitted [44]. For this reason, we quantitatively evaluated the fixations count (FC); the duration (in number of seconds) for each fixation, or fixation duration (FD); the elapsed time from the appearance of the stimulus until the first fixation, known as time from fixation (TFF); and the total number of seconds of attention paid to the area of interest, or total fixation duration (TFD).…”
Section: Discussionmentioning
confidence: 99%
“…The independent variables were the origins of the participants (Spain or Portugal), all of whom were in the same age range and had an interest in fashion, and the type of stimuli issuer (influencer or fashion brand). Visual attention is an essential element in the recognition and preference for a brand promoted through advertising, and young people can most easily focus their attention on the relevant information that is transmitted [44]. For this reason, we quantitatively evaluated the fixations count (FC); the duration (in number of seconds) for each fixation, or fixation duration (FD); the elapsed time from the appearance of the stimulus until the first fixation, known as time from fixation (TFF); and the total number of seconds of attention paid to the area of interest, or total fixation duration (TFD).…”
Section: Discussionmentioning
confidence: 99%
“…That is to say, which uses several psychophysiological pathways of sensorial activation involved in simultaneous attentional functions (smell, taste, sound, etc. ), to which is added the results obtained by Añaños (2015), showing that there are variations of the stimuli which can affect the performance of an individual's concentration for long periods of time. This would mean that the greater the number of stimuli, and depending on their sensory modality (whether auditory, visual or kinesthetic) attentional focus becomes more difficult and the task performance decreases (Pieters & Wedel, 2004).…”
Section: H1: the Structured Technique Of Deliberate Training Of Salesmentioning
confidence: 99%
“…(Vechiatto, Kong, Maglione & Wei, 2012). These studies have privileged visual pathways, as shown by Aslam, (2006), Kalliny and Gentry, (2010), and Añaños, (2015).…”
Section: Introductionmentioning
confidence: 99%
“…Una de las técnicas biométricas más utilizadas para la evaluación publicitaria es el Eye Tracking o técnica de seguimiento ocular, que permite identificar el nivel de atención del anuncio y qué elementos del mismo tienen más poder para captar la atención del consumidor. Para ello, analiza los patrones de la atención visual dispensada a la pieza publicitaria en términos de fijaciones oculares (Arbulú & del Castillo, 2013;Kushaba, Wise, Kodagoda, Louviere & Kahn, 2013), puesto que el movimiento de los ojos está estrechamente relacionado con la atención visual (Weder & Pieters, 2006;Duchowski, 2013;Añaños, 2015). El análisis de la atención visual dispensada a los estímulos es importante puesto que a medida que aumenta la atención mejora su reconstrucción visual.…”
Section: Fundamentación Teóricaunclassified