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快速消费品（FMCG）广告中的性别选择困境：来自眼动追踪研究的见解。

Gender Selection Dilemma in Fast Moving Consumer Goods (FMCG) Advertising: Insights from Eye- Tracking Research.

作者信息

Sinha Minanshu, Misra Madhvendra, Mishra Saurabh

机构信息

Department of Management Studies, Indian Institute of Information Technology Allahabad, India.

出版信息

J Eye Mov Res. 2024 Jul 22;17(2). doi: 10.16910/jemr.17.2.6. eCollection 2024.

DOI:10.16910/jemr.17.2.6
PMID:39398465
原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC11471301/
Abstract

Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising presents a strategic challenge. Previous research has predominantly concentrated on comparing celebrity spokespersons with non-celebrities, frequently neglecting the intricate distinctions in the effectiveness of male versus female endorsers. This study addresses this research gap by employing both traditional and neuromarketing methodologies. By integrating eye-tracking technology via RealEye and questionnaire-based surveys, the results indicate that female celebrities are more effective in capturing visual attention, whereas male celebrities are more effective in enhancing perceived trustworthiness. These findings are pivotal for both academic research and commercial strategy, as they elucidate the optimal selection of celebrity gender for maximizing FMCG advertising efficacy.

摘要

为快速消费品（FMCG）广告选择名人的性别带来了一项战略挑战。以往的研究主要集中在比较名人代言人与非名人代言人，常常忽略了男性与女性代言人在效果上的细微差别。本研究通过运用传统方法和神经营销方法来填补这一研究空白。通过结合RealEye的眼动追踪技术和问卷调查，结果表明女性名人在吸引视觉注意力方面更有效，而男性名人在提高可信度方面更有效。这些发现对学术研究和商业策略都至关重要，因为它们阐明了为使快速消费品广告效果最大化而选择名人性别的最佳方式。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/a1c89c91a462/jemr-17-02-f-figure-07.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/bcc816aae4e3/jemr-17-02-f-figure-01.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/488c9414da9b/jemr-17-02-f-figure-02.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/185a0137993a/jemr-17-02-f-figure-03.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/8ff4990ea774/jemr-17-02-f-figure-04.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/efc41fe6940c/jemr-17-02-f-figure-05.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/d5cfa02f79ed/jemr-17-02-f-figure-06.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/a1c89c91a462/jemr-17-02-f-figure-07.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/bcc816aae4e3/jemr-17-02-f-figure-01.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/488c9414da9b/jemr-17-02-f-figure-02.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/185a0137993a/jemr-17-02-f-figure-03.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/8ff4990ea774/jemr-17-02-f-figure-04.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/efc41fe6940c/jemr-17-02-f-figure-05.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/d5cfa02f79ed/jemr-17-02-f-figure-06.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/8dd5/11471301/a1c89c91a462/jemr-17-02-f-figure-07.jpg

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