Eye tracking measuring of visual perception of erotic appeals in the content of printed advertising communications and analysis of their impact on consumers

Šula, Tomáš; Banyár, Milan; Juříková, Martina

dc.title	Eye tracking measuring of visual perception of erotic appeals in the content of printed advertising communications and analysis of their impact on consumers	en
dc.contributor.author	Šula, Tomáš
dc.contributor.author	Banyár, Milan
dc.contributor.author	Juříková, Martina
dc.relation.ispartof	Strategic Innovative Marketing
dc.relation.ispartof	Springer Proceedings in Business and Economics
dc.identifier.issn	2198-7246 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn	978-3-319-33865-1
dc.identifier.isbn	978-3-319-33863-7
dc.date.issued	2017
dc.citation.spage	189
dc.citation.epage	195
dc.event.title	4th International Conference on Strategic Innovative Marketing (IC-SIM)
dc.event.location	Mykonos
utb.event.state-en	Greece
utb.event.state-cs	Řecko
dc.event.sdate	2015-09-24
dc.event.edate	2015-09-27
dc.type	conferenceObject
dc.language.iso	en
dc.publisher	Springer International Publishing AG
dc.identifier.doi	10.1007/978-3-319-33865-1_24
dc.relation.uri	https://link.springer.com/chapter/10.1007/978-3-319-33865-1_24
dc.subject	advertisement	en
dc.subject	visual perception	en
dc.subject	erotic appeals	en
dc.subject	sex in advertising	en
dc.subject	eye camera	en
dc.description.abstract	This article focuses on an analysis of printed advertising communications. The focus of the research is based on measuring the reactions of chosen samples of respondents on static advertisement, whose goal is to determine the prediction of the impact of erotic appeal on a consumer. The theoretical results are then complemented with a description of the implementation of the research, interpretation of results of eye-camera measuring, and formulation of final recommendations concerning efficiency of the application of erotic appeal in advertising.	en
utb.faculty	Faculty of Multimedia Communications
dc.identifier.uri	http://hdl.handle.net/10563/1007308
utb.identifier.obdid	43875375
utb.identifier.scopus	2-s2.0-85087022105
utb.identifier.wok	000405332300024
utb.source	d-wok
dc.date.accessioned	2017-09-03T21:40:10Z
dc.date.available	2017-09-03T21:40:10Z
utb.ou	Department of Marketing Communications
utb.contributor.internalauthor	Šula, Tomáš
utb.contributor.internalauthor	Banyár, Milan
utb.contributor.internalauthor	Juříková, Martina
utb.fulltext.affiliation	Tomáš Šula, Milan Banyár and Martina Juříková T. Šula (✉) · M. Banyár · M. Juříková Department of Marketing Communications, Faculty of Multimedia Communications, TBU in Zlín, Zlín, Czech Republic e-mail: sula@fmk.utb.cz
utb.fulltext.dates	-
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utb.fulltext.sponsorship	-
utb.wos.affiliation	[Sula, Tomas; Banyar, Milan; Jurikova, Martina] TBU Zlin, Fac Multimedia Commun, Dept Mkt Commun, Zlin, Czech Republic
utb.scopus.affiliation	Department of Marketing Communications, Faculty of Multimedia Communications, TBU in Zlín, Zlín, Czech Republic
utb.fulltext.projects	-