Evaluación del impacto visual de publicidad textil ecuatoriana con eye tracking.
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Abstract
Este estudio tiene como objetivo analizar el impacto visual de imágenes publicitarias de marcas textiles ecuatorianas que presentan tendencias en el uso de pantalones de mezclilla, utilizando el seguimiento ocular (eye tracking). Se recopilaron datos sobre la primera fijación, duración total y conteo de fijaciones para evaluar enganche psicológico, impacto visual y reconocimiento de marca. Los resultados muestran que los personajes generan mayor atención y que las marcas con menor tiempo de primera fijación y mayor conteo de visitas logran mayor impacto. Esto aporta evidencia sobre los elementos publicitarios más efectivos para captar atención en la industria textil ecuatoriana.
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