Research Article
BibTex RIS Cite

BASILI REKLAMLARIN ETKİSİNİ CİNSİYET VE GÜRÜLTÜ BELİRLER Mİ? : GÖZ TAKİP SİSTEMİ İLE UYGULAMA

Year 2017, 16. UIK Special Issue, 331 - 348, 09.10.2017
https://doi.org/10.18092/ulikidince.321166

Abstract

Dış dünyadan sürekli uyaranın geldiği bir
dünyada, firmaların tüketicilerin dikkatini çekmesi çok zordur.
Göz takip sistemi,
kişilerin göz bebeklerinin hareketlerinin takip edilmesi yoluyla,
odaklandıkları noktaların tespit edilmesine imkân vermektedir. Son yıllarda
ortaya çıkan teknolojik gelişmeler ve göz takip cihazlarının taşınabilir hale
gelmesi ile başta reklamcılık olmak üzere tüm pazarlama alanlarında
kullanılmaya başlanmıştır.
Çalışmada, tüketicilerin basılı reklamları nasıl
inceledikleri, hangi noktaların daha ilgi çektiği, demografik farklılıklara ve
kişilerin detay odaklı olup olmadıklarına göre değerlendirilmesi amaçlanmıştır.
Çalışmada, tüketicilerin
reklamları incelerken hangi bölgelere daha çok dikkat ettikleri,  SMI göz takip gözlüğü ile izlenmiş ve BeGaze
Mobil Video Analiz Yazılımı aracılığı ile analiz edilmiştir. Analiz yöntemi
olarak göz takip yazılımın analizleri olan ısı haritası (heat map) ve Anahtar
performans göstergeleri (KPI) yöntemleri kullanılmıştır.
Çalışmada, araştırma
soruları, tüketicilerin dergi kapaklarını incelerken resimlere daha dikkat
ettikleri; erkeklerin basılı reklamları incelerken kadınlardan daha fazla zaman
harcadıkları; gürültülü ortamlarda basılı reklamları inceleyen tüketicilerin
odaklanma sürelerinin daha fazla olduğudur.
Çalışmada görüşmüştür ki, tüketicilerin basılı
reklamları incelemesinde cinsiyet ve dış ortamların ve gürültünün büyük etkisi
bulunmaktadır. Her bir cinsiyetin ilgi alanına giren ürünler için farklı
odaklanma süreleri, farklı odaklanma alanları görülmekte ve gürültülü
ortamlarda göze çarpan reklamlar dikkatle incelenmemektedir. 

References

  • Anand, P., & Sternthal, B. (1990). Ease of Message Processing as a Moderator of Repetition Effects in Advertising. Journal of Marketing Research, 27(3), 345-353. doi:Doi 10.2307/3172591 Biswas, P., & Langdon, P. (2015). Multimodal Intelligent Eye-Gaze Tracking System. International Journal of Human-Computer Interaction, 31(4), 277-294. doi:10.1080/10447318.2014.1001301 Boerman, S. C., Reijmersdal, E. A., & Neijens, P. C. (2015). Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs. Journal of Advertising, 44(3), 196-207. Champlin, S., Lazard, A., Mackert, M., & Pasch, K. E. (2014). Perceptions of design quality: An eye tracking study of attention and appeal in health advertisements. Journal of Communication in Healthcare, 7(4), 285-294. doi:10.1179/1753807614y.0000000065 Clement, J. (2007). Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. Journal of Marketing Management, 23(9-10), 917-928. doi:10.1362/026725707x250395 Cosic, D. (2016). Neuromarketing in Market Research. Interdisciplinary Description of Complex Systems, 14(2), 139-147. doi:10.7906/indecs.14.2.3 Cox, D., & Cox, A. (1988). What Does Familiarity Breed?Complexity as a Moderator of Repetition Effects inAdvertisement Evaluation. Journal of Consumer Research, 15(1), 111-116. Discombe, R. M., & Cotterill, S. T. (2015). Eye tracking in sport A guide for new and aspiring researchers. Sport & Exercise Psychology Review, 11(2), 49-58. Dornhoefer, S. M., Unema, P. J. A., & Velichkovsky, B. M. (2002). Blinks, Blanks and Saccades: How Blind We Really are for Relevant Visual Events. In W. H. Hyona D.P. Munoz, R. Radach (Ed.), Progress in Brain Research (Vol. 140, pp. 119-131). Turku, Finland. Duchowski, A. T. (2007). Eye Tracking Methodology: Theory and Practice (Vol. 2). London: Springer-Verlag London. Haugtvedt, C., Schumann, D., Schneier, W., & Warren, W. (1994). Advertising Repetition and Variation Strategies Implications for Understanding Attitude Strength. Journal of Consumer Research, 21(1), 176-189. Hilberink-Schulpen, B., Nederstigt, U., van Meurs, F., & van Alem, E. (2016). Does the use of a foreign language influence attention and genre-specific viewing patterns for job advertisements? An eye-tracking study. Information Processing & Management, 52(6), 1018-1030. doi:10.1016/j.ipm.2016.04.007 Horsley, M., Eliot, M., Knight, B. A., & Reilly, R. (2014). Current Trends in Eye Tracking Research. London: Springer Publishing. Kennedy, R., & Northover, H. (2016). How to Use Neuromeasures to Make Better Advertising Decisions: Questions Practitioners Should Ask Vendors and Research Priorities for Scholars. Journal of Advertising Research, 56(2), 183. doi:10.2501/jar-2016-019 Meißner, M., Musalem, A., & Huber, J. (2016). Eye Tracking Reveals Processes That Enable Conjoint Choices to Become Increasingly Efficient with Practice. Journal of Marketing Research, 53(1), 1-17. doi:10.1509/jmr.13.0467 Nakano, Y., Conati, C., & Bader, T. (2013). Eye Gaze in Intelligent User Interfaces: Gaze-based Analyses, Models and Applications. London: Springer Pub. Olmsted-Hawala, E., Holland, T., & Quach, V. (2014). Usability Testing. 49-80. doi:10.1016/b978-0-12-408138-3.00003-0 Pan, B., Hembrooke, H. A., Gay, G. K., Granka, L. A., Feusner, M. K., & Newman, J. K. (2004). The Determinants of Web Page Viewing Behavior. Paper presented at the ETRA '04 Symposium on Eye tracking research & applications, San Antonio, Texas. Rayner, K., Rotello, C. M., Stewart, A. J., Keir, J., & Duffy, S. A. (2001). Integrating text and pictorial information: Eye movements when looking at print advertisements. Journal of Experimental Psychology: Applied, 7(3), 219-226. doi:10.1037/1076-898x.7.3.219 Resnick, M., & Albert, W. (2014). The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study. International Journal of Human-Computer Interaction, 30(3), 206-219. doi:10.1080/10447318.2013.847762 Rethans, A., Swasy, J., & Marks, L. (1986). Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length. Journal of Marketing Research, 23(1), 50-61. Rosbergen, E., Wedel, M., & Pieters, R. (1990). Analyzing Visual Attention To Repeated Print Advertising Using Scanpath Theory. Retrieved from SOM Research School: Rosengrant, D. (2010). Gaze Scribing in Physics Problem Solving. Paper presented at the ETRA '10, Symposium on Eye-Tracking Research & Applications, Austin, Texas. Smit, E. G., Boerman, S. C., & van Meurs, L. (2015). The Power of Direct Context As Revealed by Eye Tracking. Journal of Advertising Research, 55(2), 216-227. doi:10.2501/jar-55-2-216-227 Sundstedt, V. (2011). Gazing at Games: an Introduction to Eye Tracking Control. California: Morgan & Claypool Publishers. Topolšek, D., Areh, I., & Cvahte, T. (2016). Examination of driver detection of roadside traffic signs and advertisements using eye tracking. Transportation Research Part F: Traffic Psychology and Behaviour, 43, 212-224. doi:10.1016/j.trf.2016.10.002 Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., . . . Winer, R. S. (2015). Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling. Journal of Marketing Research, 52(4), 436-452. doi:10.1509/jmr.13.0593 Wilkinson, K. M., & Mitchell, T. (2014). Eye tracking research to answer questions about augmentative and alternative communication assessment and intervention. Augment Altern Commun, 30(2), 106-119. doi:10.3109/07434618.2014.904435 Yadav, M. S., & Pavlou, P. A. (2014). Marketing in Computer-Mediated Environments Research Synthesis and New Directions. Journal of Marketing, 78, 20-40.
Year 2017, 16. UIK Special Issue, 331 - 348, 09.10.2017
https://doi.org/10.18092/ulikidince.321166

Abstract

References

  • Anand, P., & Sternthal, B. (1990). Ease of Message Processing as a Moderator of Repetition Effects in Advertising. Journal of Marketing Research, 27(3), 345-353. doi:Doi 10.2307/3172591 Biswas, P., & Langdon, P. (2015). Multimodal Intelligent Eye-Gaze Tracking System. International Journal of Human-Computer Interaction, 31(4), 277-294. doi:10.1080/10447318.2014.1001301 Boerman, S. C., Reijmersdal, E. A., & Neijens, P. C. (2015). Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs. Journal of Advertising, 44(3), 196-207. Champlin, S., Lazard, A., Mackert, M., & Pasch, K. E. (2014). Perceptions of design quality: An eye tracking study of attention and appeal in health advertisements. Journal of Communication in Healthcare, 7(4), 285-294. doi:10.1179/1753807614y.0000000065 Clement, J. (2007). Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. Journal of Marketing Management, 23(9-10), 917-928. doi:10.1362/026725707x250395 Cosic, D. (2016). Neuromarketing in Market Research. Interdisciplinary Description of Complex Systems, 14(2), 139-147. doi:10.7906/indecs.14.2.3 Cox, D., & Cox, A. (1988). What Does Familiarity Breed?Complexity as a Moderator of Repetition Effects inAdvertisement Evaluation. Journal of Consumer Research, 15(1), 111-116. Discombe, R. M., & Cotterill, S. T. (2015). Eye tracking in sport A guide for new and aspiring researchers. Sport & Exercise Psychology Review, 11(2), 49-58. Dornhoefer, S. M., Unema, P. J. A., & Velichkovsky, B. M. (2002). Blinks, Blanks and Saccades: How Blind We Really are for Relevant Visual Events. In W. H. Hyona D.P. Munoz, R. Radach (Ed.), Progress in Brain Research (Vol. 140, pp. 119-131). Turku, Finland. Duchowski, A. T. (2007). Eye Tracking Methodology: Theory and Practice (Vol. 2). London: Springer-Verlag London. Haugtvedt, C., Schumann, D., Schneier, W., & Warren, W. (1994). Advertising Repetition and Variation Strategies Implications for Understanding Attitude Strength. Journal of Consumer Research, 21(1), 176-189. Hilberink-Schulpen, B., Nederstigt, U., van Meurs, F., & van Alem, E. (2016). Does the use of a foreign language influence attention and genre-specific viewing patterns for job advertisements? An eye-tracking study. Information Processing & Management, 52(6), 1018-1030. doi:10.1016/j.ipm.2016.04.007 Horsley, M., Eliot, M., Knight, B. A., & Reilly, R. (2014). Current Trends in Eye Tracking Research. London: Springer Publishing. Kennedy, R., & Northover, H. (2016). How to Use Neuromeasures to Make Better Advertising Decisions: Questions Practitioners Should Ask Vendors and Research Priorities for Scholars. Journal of Advertising Research, 56(2), 183. doi:10.2501/jar-2016-019 Meißner, M., Musalem, A., & Huber, J. (2016). Eye Tracking Reveals Processes That Enable Conjoint Choices to Become Increasingly Efficient with Practice. Journal of Marketing Research, 53(1), 1-17. doi:10.1509/jmr.13.0467 Nakano, Y., Conati, C., & Bader, T. (2013). Eye Gaze in Intelligent User Interfaces: Gaze-based Analyses, Models and Applications. London: Springer Pub. Olmsted-Hawala, E., Holland, T., & Quach, V. (2014). Usability Testing. 49-80. doi:10.1016/b978-0-12-408138-3.00003-0 Pan, B., Hembrooke, H. A., Gay, G. K., Granka, L. A., Feusner, M. K., & Newman, J. K. (2004). The Determinants of Web Page Viewing Behavior. Paper presented at the ETRA '04 Symposium on Eye tracking research & applications, San Antonio, Texas. Rayner, K., Rotello, C. M., Stewart, A. J., Keir, J., & Duffy, S. A. (2001). Integrating text and pictorial information: Eye movements when looking at print advertisements. Journal of Experimental Psychology: Applied, 7(3), 219-226. doi:10.1037/1076-898x.7.3.219 Resnick, M., & Albert, W. (2014). The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study. International Journal of Human-Computer Interaction, 30(3), 206-219. doi:10.1080/10447318.2013.847762 Rethans, A., Swasy, J., & Marks, L. (1986). Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length. Journal of Marketing Research, 23(1), 50-61. Rosbergen, E., Wedel, M., & Pieters, R. (1990). Analyzing Visual Attention To Repeated Print Advertising Using Scanpath Theory. Retrieved from SOM Research School: Rosengrant, D. (2010). Gaze Scribing in Physics Problem Solving. Paper presented at the ETRA '10, Symposium on Eye-Tracking Research & Applications, Austin, Texas. Smit, E. G., Boerman, S. C., & van Meurs, L. (2015). The Power of Direct Context As Revealed by Eye Tracking. Journal of Advertising Research, 55(2), 216-227. doi:10.2501/jar-55-2-216-227 Sundstedt, V. (2011). Gazing at Games: an Introduction to Eye Tracking Control. California: Morgan & Claypool Publishers. Topolšek, D., Areh, I., & Cvahte, T. (2016). Examination of driver detection of roadside traffic signs and advertisements using eye tracking. Transportation Research Part F: Traffic Psychology and Behaviour, 43, 212-224. doi:10.1016/j.trf.2016.10.002 Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., . . . Winer, R. S. (2015). Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling. Journal of Marketing Research, 52(4), 436-452. doi:10.1509/jmr.13.0593 Wilkinson, K. M., & Mitchell, T. (2014). Eye tracking research to answer questions about augmentative and alternative communication assessment and intervention. Augment Altern Commun, 30(2), 106-119. doi:10.3109/07434618.2014.904435 Yadav, M. S., & Pavlou, P. A. (2014). Marketing in Computer-Mediated Environments Research Synthesis and New Directions. Journal of Marketing, 78, 20-40.
There are 1 citations in total.

Details

Journal Section Articles
Authors

Deniz Akgül

Publication Date October 9, 2017
Published in Issue Year 2017 16. UIK Special Issue

Cite

APA Akgül, D. (2017). BASILI REKLAMLARIN ETKİSİNİ CİNSİYET VE GÜRÜLTÜ BELİRLER Mİ? : GÖZ TAKİP SİSTEMİ İLE UYGULAMA. Uluslararası İktisadi Ve İdari İncelemeler Dergisi331-348. https://doi.org/10.18092/ulikidince.321166

______________________________________________________

Address: Karadeniz Technical University Department of Economics Room Number 213  

61080 Trabzon / Turkey

e-mail : uiiidergisi@gmail.com