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

Cristiana Chiriac () and Laura Daniela Roșca ()
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Cristiana Chiriac: The Bucharest University of Economic Studies
Laura Daniela Roșca: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2019, vol. 1, issue 1, 327-336

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 YouTubeâ„¢, the SMIâ„¢ Eye-Tracking Glasses and SMIâ„¢ Eye-Tracking Fixed-Device for performing the experiment on 37 participants, males and females. The analysis of the results was made with the BeGazeâ„¢ Software for the eye-tracking experiment and Radial Basis Function of the SPSSâ„¢ 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. (search for similar items in EconPapers)
JEL-codes: C45 C53 C83 D87 M31 M37 (search for similar items in EconPapers)
Date: 2019
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