2025
BODY POSITIVITY FROM THE PERSPECTIVE OF EYE TRACKING METHOD
ROSENLACHER, Pavel and Jaromír TICHÝBasic information
Original name
BODY POSITIVITY FROM THE PERSPECTIVE OF EYE TRACKING METHOD
Name in Czech
Pozitivní přístup k tělu z pohledu metody sledování pohybu očí
Name (in English)
BODY POSITIVITY FROM THE PERSPECTIVE OF EYE TRACKING METHOD
Authors
ROSENLACHER, Pavel and Jaromír TICHÝ
Edition
Economics Management Innovation, Olomouc, Moravská vysoká škola, 2025, 1804-1299
Other information
Language
Czech
Type of outcome
Article in a journal
Field of Study
50204 Business and management
Country of publisher
Czech Republic
Confidentiality degree
is not subject to a state or trade secret
References:
Organization unit
University of Finance and Administration
Keywords (in Czech)
Eye tracking, body positivity, neuromarketing, odlišnost, modelky, reklama
Keywords in English
Eye tracking, body positivity, neuromarketing, diversity, models, advertising
Tags
Tags
Reviewed
Changed: 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
In English
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