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

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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
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