TICHÝ, Jaromír, Pavel ROSENLACHER and Lenka MARŠÁLKOVÁ. Neuromarketing Approach to Efficient Food Styling. AD ALTA: Journal of Interdisciplinary Research. Hradec Králové: Magnanimitas, vol. 7, No 1, p. 180-183, 191 pp. ISSN 1804-7890. 2017.
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Basic information
Original name Neuromarketing Approach to Efficient Food Styling
Name in Czech Neuromarketingový přístup k efektivní vzhledové úpravě potravin
Authors TICHÝ, Jaromír (203 Czech Republic, guarantor, belonging to the institution), Pavel ROSENLACHER (203 Czech Republic, belonging to the institution) and Lenka MARŠÁLKOVÁ (203 Czech Republic, belonging to the institution).
Edition AD ALTA: Journal of Interdisciplinary Research, Hradec Králové, Magnanimitas, 2017, 1804-7890.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50100 5.1 Psychology and cognitive sciences
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
WWW URL
RIV identification code RIV/04274644:_____/17:#0000247
Organization unit University of Finance and Administration
UT WoS 000408861000032
Keywords (in Czech) neuromarketing, effectiveness, eye tracking, marketing communication, food styling
Keywords in English neuromarketing; effectiveness; eye tracking; marketing communication; food styling
Tags AR 2016-2017, RIV_2018, WOS, xJ3_překvalifikování, xJ6
Tags International impact, Reviewed
Changed by Changed by: Bc. Jan Peterec, učo 24999. Changed: 1/3/2018 10:56.
Abstract
This study explores the use of neuromarketing eye-tracking methods in verifying the efficiency of food styling, which focuses on creating food photographs to appeal to consumers and to use them for marketing purposes. The aim of this study is to verify the effect of styling on the respondent using the Eye Tracking method.
Abstract (in Czech)
Tato studie zkoumá využívání neuromarketingových metod sledování očí při ověřování účinnosti vzhedu potravin, která se zaměřuje na vytváření fotografií v potravinách s cílem oslovit spotřebitele a využít je pro marketingové účely. Cílem této studie je ověřit vliv stylingu na respondenta metodou Eye Tracking.
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