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(Referência obtida automaticamente do Web of Science, por meio da informação sobre o financiamento pela FAPESP e o número do processo correspondente, incluída na publicação pelos autores.)

Sexual appeal in print media advertising: effects on brand recall and fixation time

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Autor(es):
Fidelis, Bruno Tomaselli [1] ; Caldeira Oliveira, Jorge Henrique [1] ; Engracia Giraldi, Janaina de Moura [1] ; Joaquim Santos, Rene Oliveira [1]
Número total de Autores: 4
Afiliação do(s) autor(es):
[1] Univ Sao Paulo, Campus Ribeirao Preto, Ribeirao Preto - Brazil
Número total de Afiliações: 1
Tipo de documento: Artigo Científico
Fonte: RESEARCH JOURNAL OF TEXTILE AND APPAREL; v. 21, n. 1, p. 42-58, 2017.
Citações Web of Science: 1
Resumo

Purpose - The purpose of this paper is to examine the influence of sexual appeal in print media on consumers' brand recall. More specifically, the differences between the fixation time on the ``image{''} and ``logo{''} elements in advertisements, with and without sexual appeal, were verified. Design/methodology/approach - The correct research is experimental in nature, and divided into three stages: choosing the print advertisements to be viewed by the participants with eye tracking, capturing participants' eye movements using a special eye tracking equipment and completing the questionnaire for calculating the number of brands recalled by the participants. Findings - The authors have identified that there are no statistically relevant differences between the number of brands recalled, whether the advertisement does or does not have any sexual appeal. Practical implications - The use of sexual appeal in advertisements on print media must be made with caution, and several implications for the textile and apparel industry are expressed in the conclusions. Originality/value - The study's relevance is threefold: the authors present more recent results about the relationship between sexual appeal and brand recall, as the most recent research study of a similar type was published in the late 1990s; they adopt key concepts from the neuromarketing field in an attempt to connect memory with the capacity of different components of the advertisements, to attract the visual attention of consumers; and they present results for three different product categories (alcohol, apparel and perfume). (AU)

Processo FAPESP: 14/22576-4 - Neurociência cognitiva e o papel do processamento cognitivo duplo, do engajamento emocional e da atenção visual seletiva: um estudo sobre as marcas e o comportamento do consumidor sob o ponto de vista do consumo sustentável
Beneficiário:Jorge Henrique Caldeira de Oliveira
Modalidade de apoio: Auxílio à Pesquisa - Regular