The influence of neuromarketing on the perception of advertising posters

New academic article on the influence of neuromarketing on the perception of advertising posters, carried out in collaboration between two professors from Mediterrani and a researcher from the Department of Business, a former student of the Bachelor’s Degree in Marketing.

The prestigious academic journal Grafica has published in its issue 12(22) (2023, issue in press) the article entitled “Influencia del neuromarketing en la percepción de carteles publicitarios: factores determinantes en la atención” (https://revistes.uab. cat/grafica/article/view/ep-fondevila-gutierrez-vidal-pujol), written by Professor Dr. Joan-Francesc Fondevila-Gascón, Professor Dr. Óscar Gutiérrez-Aragón, Professor Dr. Eduard Vidal-Portés (Blanquerna) and the researcher of the Department of Business Oriol Pujol-Cordero, a former student of the Degree in Marketing at Mediterrani . The main objective of the research carried out was to determine the reliability and accuracy of neuromarketing to carry out campaigns and assess emotions, and concluded that novelty is the main element that attracts attention when viewing advertisements, but not colour, with a bias between the elements that attract attention that are assessed a priori and those that are actually taken into account when evaluating an advertisement.

ACADEMIC ARTICLE: THE INFLUENCE OF NEUROMARKETING ON THE PERCEPTION OF ADVERTISING POSTERS: DETERMINING FACTORS