2025
BODY POSITIVITY FROM THE PERSPECTIVE OF EYE TRACKING METHOD
ROSENLACHER, Pavel a Jaromír TICHÝZákladní údaje
Originální název
BODY POSITIVITY FROM THE PERSPECTIVE OF EYE TRACKING METHOD
Název česky
Pozitivní přístup k tělu z pohledu metody sledování pohybu očí
Název anglicky
BODY POSITIVITY FROM THE PERSPECTIVE OF EYE TRACKING METHOD
Autoři
ROSENLACHER, Pavel a Jaromír TICHÝ
Vydání
Economics Management Innovation, Olomouc, Moravská vysoká škola, 2025, 1804-1299
Další údaje
Jazyk
čeština
Typ výsledku
Článek v odborném periodiku
Obor
50204 Business and management
Stát vydavatele
Česká republika
Utajení
není předmětem státního či obchodního tajemství
Odkazy
Organizační jednotka
Vysoká škola finanční a správní
Klíčová slova česky
Eye tracking, body positivity, neuromarketing, odlišnost, modelky, reklama
Klíčová slova anglicky
Eye tracking, body positivity, neuromarketing, diversity, models, advertising
Štítky
Příznaky
Recenzováno
Změněno: 29. 7. 2025 08:55, Mgr. Tereza Denišová, DiS.
V originále
In recent years, the concept of Body Positivity (BoPo) has become a significant social phenomenon that challenges traditional beauty ideals and promotes the acceptance of bodies in all their forms. This article focuses on the perception of different types of models in the context of Body Positivity within the modelling industry, which has traditionally been associated with unrealistic beauty standards. Using eye- tracking methods and semi-structured interviews, the study examined what attention and emotional reactions various body types of models elicit in respondents. The results suggest that respondents’ attention was primarily focused on the face and distinctive body features. In the case of underweight models, gaze fixation was often directed at protruding bones, while for models with higher body weight, attention focused on the face and prominent body parts. This research provides new insights into how different body types influence consumer perception and how diversity can be presented in advertising and social contexts. The findings offer recommendations for marketing strategies aimed at effective and authentic communication of diverse body types
Anglicky
In recent years, the concept of Body Positivity (BoPo) has become a significant social phenomenon that challenges traditional beauty ideals and promotes the acceptance of bodies in all their forms. This article focuses on the perception of different types of models in the context of Body Positivity within the modelling industry, which has traditionally been associated with unrealistic beauty standards. Using eye- tracking methods and semi-structured interviews, the study examined what attention and emotional reactions various body types of models elicit in respondents. The results suggest that respondents’ attention was primarily focused on the face and distinctive body features. In the case of underweight models, gaze fixation was often directed at protruding bones, while for models with higher body weight, attention focused on the face and prominent body parts. This research provides new insights into how different body types influence consumer perception and how diversity can be presented in advertising and social contexts. The findings offer recommendations for marketing strategies aimed at effective and authentic communication of diverse body types