Automotive Industry Video-Commercials – A Pluralistic Research Based on an Eye-Tracking Experiment

Title

Automotive Industry Video-Commercials – A Pluralistic Research Based on an Eye-Tracking Experiment

Author

Cristiana Chiriac, Laura Daniela Roșca

Classification JEL

C45, C53, C83, D87, M31, M37.

Abstract

Eye-tracking is an innovative way of finding where participants look in a video-commercial, at which car components from the automotive industry video-commercials and if they can express in words what they perceive with their eyes. The objective of this study is to see if the video-commercials are efficient to promote the main technology of famous brands car models, their unique features, the brand, the logo, the slogan presented during the commercial. We used 5 video-commercials freely available from YouTube™, the SMI™ Eye-Tracking Glasses and SMI™ Eye-Tracking Fixed-Device for performing the experiment on 37 participants, males and females. The analysis of the results was made with the BeGaze™ Software for the eye-tracking experiment and Radial Basis Function of the SPSS™ for the survey. Our results show that people look mostly at the spinning wheels and the grill of the cars during the movie, although only 1 participant could express also, in words what draw her attention at the car models presented during the commercial. This shows, that although people using their visual senses organs know what they need, they cannot rationalize it and express in words to the people in front of them.

Keywords

Eye-Tracking, Survey, Radial Basis Function, AOI.

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Please cite this article as: etimm (2019) Automotive Industry Video-Commercials – A Pluralistic Research Based on an Eye-Tracking Experiment. Journal of Emerging Trends in Marketing and Management. http://www.etimm.ase.ro/?p=594