ESTRATEGIAS DE FIJACIÓN OCULAR Y AMOR HACIA LA MARCA: INFLUENCIA DEL GÉNERO EN LA GENERACIÓN Z
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Introducción: Este estudio explora las diferencias de género en el procesamiento visual de imágenes y su relación con el amor hacia la marca en la Generación Z en las redes sociales. Metodología: Se utiliza una metodología mixta que combina seguimiento ocular y encuestas. Resultados: Fondos complejos desvían la atención del producto, mientras que fondos abstractos concentran la mirada en el producto. La presencia de figuras humanas, especialmente celebridades, reduce la atención en los productos. La marca y sus elementos identificativos suelen ser ignorados en favor de detalles contextuales. La relación entre las variables de fijación visual y el amor hacia la marca varía significativamente entre hombres y mujeres, si bien se percibe una homogeneización de géneros en ciertas variables. Así mismo, un mayor número de fijaciones y un mayor dinamismo en la exploración visual están positivamente correlacionados con el amor hacia la marca, aunque un aumento en la duración de las fijaciones tiene una asociación negativa. Discusión: Se sugiere que, aunque persisten diferencias de género en el procesamiento visual, estas están evolucionando hacia una convergencia en las estrategias cognitivas de hombres y mujeres de la Generación Z. Además, se destaca la importancia de un dinamismo visual activo en la conexión emocional con las marcas, pero introduciendo matices sobre la efectividad de la atención prolongada. Conclusión: Los hallazgos sugieren la necesidad de adaptar las estrategias de marketing para la Generación Z, considerando las nuevas dinámicas de procesamiento visual y su impacto en la conexión emocional con las marcas.
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