{"id":594,"date":"2019-11-30T18:23:59","date_gmt":"2019-11-30T15:23:59","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=594"},"modified":"2021-10-26T18:24:41","modified_gmt":"2021-10-26T15:24:41","slug":"automotive-industry-video-commercials-a-pluralistic-research-based-on-an-eye-tracking-experiment","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=594","title":{"rendered":"Automotive Industry Video-Commercials \u2013 A Pluralistic Research Based on an Eye-Tracking Experiment"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Automotive Industry Video-Commercials \u2013 A Pluralistic Research Based on an Eye-Tracking Experiment\">Automotive Industry Video-Commercials \u2013 A Pluralistic Research Based on an Eye-Tracking Experiment<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Cristiana Chiriac\">Cristiana Chiriac, <meta name=\"citation_author\" content=\"Laura Daniela Ro\u0219ca\">Laura Daniela Ro\u0219ca<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2019\/11\/30\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"327\"><meta name=\"citation_lastpage\" content=\"336\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"C45, C53, C83, D87, M31, M37.\">C45, C53, C83, D87, M31, M37.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"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&#x2122;, the SMI&#x2122; Eye-Tracking Glasses and SMI&#x2122; Eye-Tracking Fixed-Device for performing the experiment on 37 participants, males and females. The analysis of the results was made with the BeGaze&#x2122; Software for the eye-tracking experiment and Radial Basis Function of the SPSS&#x2122; 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.\">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&#x2122;, the SMI&#x2122; Eye-Tracking Glasses and SMI&#x2122; Eye-Tracking Fixed-Device for performing the experiment on 37 participants, males and females. The analysis of the results was made with the BeGaze&#x2122; Software for the eye-tracking experiment and Radial Basis Function of the SPSS&#x2122; 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.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Eye-Tracking, Survey, Radial Basis Function, AOI.\">Eye-Tracking, Survey, Radial Basis Function, AOI.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_114.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_114.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_114.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Automotive Industry Video-Commercials \u2013 A Pluralistic Research Based on an Eye-Tracking Experiment Author Cristiana Chiriac, Laura Daniela Ro\u0219ca 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 &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[23],"tags":[],"coauthors":[18],"class_list":["post-594","post","type-post","status-publish","format-standard","hentry","category-jetimm_2019"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/594","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=594"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/594\/revisions"}],"predecessor-version":[{"id":595,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/594\/revisions\/595"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=594"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=594"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=594"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=594"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}