Resposta não declarada: contribuições do eye tracker e da resposta de condutância de pele para a pesquisa em publicidade.

Abstract

Deep transformations have impacted not only on interactional and communication processes but also on the way of conducting research in communication. This search for a greater understanding goes through the scientific dynamics and its methods in the field of communication. The advancement of methodologies closely related to neuroscience and its applications in other areas of knowledge including applied social sciences-communication, has given rise to a growing interest by researchers in the field. However, the effective contribution of such methodologies, e.g. the measurement of the level of skin conductance and eye tracking, is not yet properly clear. The present research aims at deepening the interdisciplinary dialogue between the fields of communication and neuroscience regarding the combined use of the methodologies of eye tracking and skin conductance to identify possible contributions and limitations of methods for communication. In order to do so, an experiment was conducted with 46 male and female university students, who had their eye tracking data and skin conductance level collected while observing one of the three types of approach in traffic safety campaigns (neutral, positive and negative). The data were then analyzed in a quantitative and qualitative manner and compared with self-reported attitudinal answers by the participants. As the main results, there were differences between three approaches depending on the form and metric of evaluation, suggesting that the choice for a particular form of analysis exerts a considerable effect on the results. The final considerations indicate that despite limitations eye tracking and skin conductance are important and complementary methods to traditional forms of communication research, by providing greater objectivity and comparability of information regarding the attentional and emotional aspects of persuasive communication contents.

O papel dos traços de personalidade dos indivíduos na avaliação de propagandas

“…À exceção das rádios, todas as experiências com publicidade e marcas se remetem, de alguma forma, à experiência visual. A Tabela 3 a seguir, adaptada de Kawano (2019), mostra um resumo dos estudos realizados com eye tracking, com foco na área de comunicação e propaganda, desde a década de 1980. Porém, como se identifica na leitura da Figura 21, não há estudos que relacionem os traços de personalidade a diferentes padrões de atenção dada às propagandas.…”