Can brands measure and understand the effectiveness of their storefronts? a study of visual attention with eye tracking

Authors

  • Diogo Rógora Kawano Instituto Federal do Sul de Minas Gerais
  • Leandro Leonardo Batista Universidade de São Paulo
  • Pedro Henrique Martins Lopes Silva Universidade Estadual de Campinas
  • Carlos Eduardo da Silva Faculdade Atenas

DOI:

https://doi.org/10.11606/issn.1984-5057.v14i1e197724

Keywords:

Brands, Eye tracking, Consumer neuroscience, Advertising, Market research

Abstract

The storefronts of commercial establishments containing the company’s brand and other elements of its visual identity emerges as one of the most important visual communication elements in a scenario full of stimuli that compete for people’s attention. This study aims to analyze the visual attention given to the storefronts of commercial establishments located in the city of Passos (MG), in order to understand how the levels of attention allocated in the stores are able to increase or reduce the chances of remembering these analyzed brands. For this, an exploratory study with 12 participants was conducted, based on qualitative and quantitative analysis of eye tracking data. The results indicated that higher levels of attention to storefronts enhanced brand recall more than twice, in the two metrics used.

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Author Biographies

  • Diogo Rógora Kawano, Instituto Federal do Sul de Minas Gerais

    Professor do Instituto Federal de Educação, Ciência e Tecnologia do Sul de Minas Gerais (IFSULDEMINAS). Doutor no âmbito da publicidade e neurociência cognitiva PPGCOM USP. Membro do Laboratório 4C – Centro de Comunicação e Ciências Cognitivas da USP e Coordenador do Laboratório de Tecnologias de Comunicação e Neurociência Aplicada – LTC&Na do IFSULDEMINAS.

  • Leandro Leonardo Batista, Universidade de São Paulo

    Professor Doutor em Comunicação Social – University of North Carolina – no PPGCOM USP. Coordenador do Centro de Comunicação e Ciências Cognitivas – LAB 4C USP.

  • Pedro Henrique Martins Lopes Silva, Universidade Estadual de Campinas

    Discente do curso de Engenharia Mecânica, Unicamp.

  • Carlos Eduardo da Silva, Faculdade Atenas

    Discente do curso de Medicina, Atenas.

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Published

2022-11-03

Issue

Vol. 14 No. 1 (2022): Sensibilidades, experiências e formas de apropriação

Section

ARTICLES

License

Copyright (c) 2022 Diogo Rógora Kawano, Leandro Leonardo Batista, Pedro Henrique Martins Lopes Silva, Carlos Eduardo da Silva

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How to Cite

KAWANO, Diogo Rógora; BATISTA, Leandro Leonardo; SILVA, Pedro Henrique Martins Lopes; SILVA, Carlos Eduardo da. Can brands measure and understand the effectiveness of their storefronts? a study of visual attention with eye tracking. Signos do Consumo, [S. l.], v. 14, n. 1, p. e197724, 2022. DOI: 10.11606/issn.1984-5057.v14i1e197724. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/197724.. Acesso em: 17 jan. 2025.