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Advisor(s)
Abstract(s)
A presente dissertação tem como objetivo expor a importância da visibilidade e da atração
dos elementos na publicidade, num estudo de Neuromarketing.
Aliando o marketing ao estudo da neurociência, surgiu assim o neuromarketing, que
permite às marcas estudar e perceber o porquê das escolhas e motivações dos
consumidores face às diferentes marcas no mercado. Neste sentido surgiu a principal
questão e motivação do presente estudo que é perceber, através de um estudo de eyetracking, de que forma a visibilidade e a atração dos elementos na publicidade,
influenciam ou motivam os consumidores a escolher determinadas marcas, ou seja, o
impacto que estes elementos apresentam.
Os principais objetivos que se pretendem alcançar com este estudo são: 1) Contextualizar
o neuromarketing enquanto área de estudo que junta o marketing e o estudo da
neurociência; 2) Comparar o tempo que os inquiridos despendem em analisar cada
elemento nos anúncios publicitários; 3) Observar se o género ou a idade influencia o
tempo de observação dos elementos, ou se dão destaque a determinados aspetos (mais ou
menos parte textual, mais ou menos imagens); 4) Estudar a relação entre o tempo de
fixação num anúncio de determinada marca e a posterior escolha dessa marca; 5) Analisar
se os elementos visuais num anúncio motivam à compra da marca apresentada nesse
anúncio; 6) Verificar se indivíduos com mais idade estabelecem mais relações de lealdade
com as marcas.
A presente dissertação encontra-se dividida em seis capítulos, nos quais se pretende
apresentar toda a revisão, pesquisa e metodologia utilizadas para a elaboração deste
estudo. Desenvolveu-se um inquérito de opinião, realizado a uma amostra por
conveniência de 100 inquiridos e também um estudo de eye-tracking na plataforma Gaze
Recorder. O objetivo do estudo de eye-tracking, foi determinar quais os elementos mais
importantes nas diferentes publicidades apresentadas. O inquérito serviu para completar
e verificar se os aspetos mais importantes e as marcas mais observadas no estudo iam ao
encontro das escolhas expostas nas respetivas respostas.
Em suma, os elementos visuais presentes nos anúncios estudados, influenciaram ou
motivaram as escolhas dos participantes, pelas marcas cujos anúncios foram
apresentados. Concluiu-se ainda, que os inquiridos têm uma forte tendência para escolher marcas que lhes remetem para o passado associadas na maior parte das vezes a
sentimentos e emoções, desenvolvidas por si mesmos ou passadas em família.
Estes resultados contribuem para um melhor entendimento da influência dos elementos
usados na publicidade em diferentes suportes como é o caso de Cartazes, Flyers, Muppies,
ao estudar o efeito de uma imagem fixa com vários elementos.
Uma das principais limitações do estudo foi a amostra estudada. Por se tratar de uma
amostra por conveniência os resultados obtidos apenas podem ser representativos do
universo estudado e não da população total. O presente estudo, deveria igualmente ser
replicado com outras categorias de produtos, de modo a validar os resultados expostos na
presente dissertação.
O presente estudo abre portas a vias futuras de investigação no que diz respeito às
compras online. Recorrendo mais uma vez ao eye-tracking, podem ser elaborados estudos
que mostrem de que forma se pode levar os consumidores a escolher determinados
produtos e a comprarem os mesmos online. Uma futura via de investigação seria também
um estudo de brandsense, como forma de analisar o comportamento dos consumidores
face aos estímulos utilizados pelas marcas.
ABSTRACT: This dissertation aims to expose the importance of visibility and attraction of elements in advertising, in a study of Neuromarketing. Combining marketing with the study of neuroscience, neuromarketing arose, which allows brands to study and understand why consumers choose and motivate themselves in relation to different brands in the market. In this sense, the main question and motivation of the present study arose, which is to realize, through an eye-tracking study, how the visibility and attraction of elements in advertising, influence or motivate consumers to choose certain brands, that is, the impact that these elements have. The main objectives that are intended to be achieved with this study are: 1) To contextualize neuromarketing as a study area that brings together marketing and the study of neuroscience; 2) Compare the time that respondents spend analysing each element in the advertisements; 3) Observe whether gender or age influences the observation time of the elements, or whether certain aspects are highlighted (more or less textual part, more or less images); 4) Study the relationship between the time that they observed an advertisement for a certain brand and the subsequent choice of that brand; 5) Analyse whether the visual elements in an ad motivate the purchase of the brand presented in that ad; 6) Check if older individuals establish more loyalty relationships with brands. This dissertation is divided into six chapters, in which it is intended to present all the review, research and methodology used for the preparation of this study. An opinion survey was carried out, carried out on a sample for the convenience of 100 respondents, and an eye-tracking study on the Gaze Recorder platform. The objective of the eyetracking study was to determine which elements are most important in the different advertisements presented. The survey served to complete and verify whether the most important aspects and the most observed marks in the study met the choices exposed in the respective responses. In short, the visual elements present in the studied ads, influenced, or motivated the participants' choices, by the brands whose ads were presented. It was also concluded that respondents have a strong tendency to choose brands that remind them of the past, most of the time associated with feelings and emotions, developed by themselves or spent with the family. These results contribute to a better understanding of the influence of the elements used in advertising in different media such as Posters, Flyers, Muppies, when studying the effect of a fixed image with several elements. The main limitation of the study was its methodology, in this case the sample studied. Because it is a convenience sample, the results obtained can only be representative of the universe studied and not of the total population. The present study should also be replicated with other product categories, to validate the results presented in this dissertation. This study opens the door to future routes of research about online shopping. Using eyetracking again, studies can be developed to show how consumers can choose certain products and buy them online. A future way of investigation would also be a study of brandsense, to analyse the behaviour of consumers in relation to the stimuli used by brands.
ABSTRACT: This dissertation aims to expose the importance of visibility and attraction of elements in advertising, in a study of Neuromarketing. Combining marketing with the study of neuroscience, neuromarketing arose, which allows brands to study and understand why consumers choose and motivate themselves in relation to different brands in the market. In this sense, the main question and motivation of the present study arose, which is to realize, through an eye-tracking study, how the visibility and attraction of elements in advertising, influence or motivate consumers to choose certain brands, that is, the impact that these elements have. The main objectives that are intended to be achieved with this study are: 1) To contextualize neuromarketing as a study area that brings together marketing and the study of neuroscience; 2) Compare the time that respondents spend analysing each element in the advertisements; 3) Observe whether gender or age influences the observation time of the elements, or whether certain aspects are highlighted (more or less textual part, more or less images); 4) Study the relationship between the time that they observed an advertisement for a certain brand and the subsequent choice of that brand; 5) Analyse whether the visual elements in an ad motivate the purchase of the brand presented in that ad; 6) Check if older individuals establish more loyalty relationships with brands. This dissertation is divided into six chapters, in which it is intended to present all the review, research and methodology used for the preparation of this study. An opinion survey was carried out, carried out on a sample for the convenience of 100 respondents, and an eye-tracking study on the Gaze Recorder platform. The objective of the eyetracking study was to determine which elements are most important in the different advertisements presented. The survey served to complete and verify whether the most important aspects and the most observed marks in the study met the choices exposed in the respective responses. In short, the visual elements present in the studied ads, influenced, or motivated the participants' choices, by the brands whose ads were presented. It was also concluded that respondents have a strong tendency to choose brands that remind them of the past, most of the time associated with feelings and emotions, developed by themselves or spent with the family. These results contribute to a better understanding of the influence of the elements used in advertising in different media such as Posters, Flyers, Muppies, when studying the effect of a fixed image with several elements. The main limitation of the study was its methodology, in this case the sample studied. Because it is a convenience sample, the results obtained can only be representative of the universe studied and not of the total population. The present study should also be replicated with other product categories, to validate the results presented in this dissertation. This study opens the door to future routes of research about online shopping. Using eyetracking again, studies can be developed to show how consumers can choose certain products and buy them online. A future way of investigation would also be a study of brandsense, to analyse the behaviour of consumers in relation to the stimuli used by brands.
Description
Keywords
Neuromarketing Neurociência Elementos visuais Tempo de fixação