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

Author

Listed:
  • Cristiana Chiriac

    (The Bucharest University of Economic Studies)

  • Laura Daniela RoÈ™ca

    (The Bucharest University of Economic Studies)

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.

Suggested Citation

  • Cristiana Chiriac & Laura Daniela RoÈ™ca, 2019. "Automotive Industry Video-Commercials – A Pluralistic Research Based on an Eye-Tracking Experiment," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 327-336, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2019:i:1:p:327-336
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    More about this item

    Keywords

    Eye-Tracking; Survey; Radial Basis Function; AOI.;
    All these keywords.

    JEL classification:

    • C45 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Neural Networks and Related Topics
    • C53 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Forecasting and Prediction Models; Simulation Methods
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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