Gender selection dilemma in FMCG advertising: Insights from eye-tracking research

IF 1.3 4区 心理学 Q3 OPHTHALMOLOGY
Minanshu Sinha, M. Misra, Saurabh Mishra
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引用次数: 0

Abstract

Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising presents a strategic challenge. Previous research has predominantly concentrated on comparing celebrity spokespersons with non-celebrities, frequently neglecting the intricate distinctions in the effectiveness of male versus female endorsers. This study addresses this research gap by employing both traditional and neuromarketing methodologies. By integrating eye-tracking technology via RealEye and questionnaire-based surveys, the results indicate that female celebrities are more effective in capturing visual attention, whereas male celebrities are more effective in enhancing perceived trustworthiness. These findings are pivotal for both academic research and commercial strategy, as they elucidate the optimal selection of celebrity gender for maximizing FMCG advertising efficacy.
快速消费品广告中的性别选择困境:眼动追踪研究的启示
为快速消费品(FMCG)广告选择名人性别是一项战略挑战。以往的研究主要集中在名人代言人与非名人代言人的比较上,往往忽视了男性代言人与女性代言人在效果上的微妙区别。本研究采用传统方法和神经营销方法,弥补了这一研究空白。通过整合 RealEye 的眼动跟踪技术和问卷调查,研究结果表明,女性名人在吸引视觉注意力方面更有效,而男性名人在提高感知可信度方面更有效。这些发现对学术研究和商业战略都至关重要,因为它们阐明了如何选择最佳的名人性别,以最大限度地发挥快速消费品广告的功效。
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来源期刊
CiteScore
2.90
自引率
33.30%
发文量
10
审稿时长
10 weeks
期刊介绍: The Journal of Eye Movement Research is an open-access, peer-reviewed scientific periodical devoted to all aspects of oculomotor functioning including methodology of eye recording, neurophysiological and cognitive models, attention, reading, as well as applications in neurology, ergonomy, media research and other areas,
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