| Full text | |
| Author(s): |
Total Authors: 2
|
| Affiliation: | [1] Universidade de São Paulo - Brasil
[2] Universidade de São Paulo - Brasil
Total Affiliations: 2
|
| Document type: | Journal article |
| Source: | Gestão & Produção; v. 26, n. 3 2019-08-29. |
| Abstract | |
Abstract Neuromarketing and neurophysiology of consumer behavior and sensory experiences are growing in research results and importance to the operations activities due to the possibility of designing products and processes that are more suitable to the consumers’ needs. In addition, there is a wide range of applications on the shop floor, such as safety design, man-machine design and other applications related with cognitive processing and its impact on human behavior. This article discusses the impact of advertising of recognized brands on the visual selective attention of young adults in the consumption of alcoholic beverages. The discussion considered the model of dual cognitive processing, in which prolonged effects of exposure to brands with strong positive associations would result in increased selective attention and commitment to strong brands. An experiment with two brands of beer using an eye-tracking equipment to identify the patterns of visual attention was carried out. The results showed that there are considerable differences in young adults for visual attention, with greater attention to strong brands. The study may help to develop more effective marketing campaigns and products, providing the consumers a better experience. Furthermore, it also allows for a better comprehension on attention at the workplace, providing important insights in several areas of production, such as work safety, repetitive processes, equipment handling among others. (AU) | |
| FAPESP's process: | 14/22576-4 - Cognitive neuroscience and the role of dual cognitive processing, of emotional engagement and selective visual attention: a study of brands and consumer behavior from the point of view of sustainable consumption |
| Grantee: | Jorge Henrique Caldeira de Oliveira |
| Support Opportunities: | Regular Research Grants |