EYE-FIXATION STRATEGIES AND BRAND LOVE: GENDER INFLUENCE IN GENERATION Z
Article Sidebar
Main Article Content
Abstract
Introduction: This study explores gender differences in the visual processing of images and their relationship with brand love among Generation Z on social media. Methodology: A mixed-method approach combining eye-tracking and surveys was employed. Results: Complex backgrounds divert attention from the product, whereas abstract backgrounds focus the gaze on the product. The presence of human figures, particularly celebrities, reduces attention on the products. Brand elements and identifiers are often overlooked in favor of contextual details. The relationship between visual fixation variables and brand love varies significantly between men and women, although a homogenization of genders is observed in certain variables. Additionally, a higher number of fixations and more dynamic visual exploration are positively correlated with brand love, while longer fixation duration is negatively associated. Discussion: The findings suggest that while gender differences in visual processing persist, these are evolving toward a convergence in cognitive strategies between men and women in Generation Z. Furthermore, the study emphasizes the importance of active visual dynamism in fostering an emotional connection with brands, with nuanced considerations about the effectiveness of prolonged attention. Conclusion: The findings highlight the need to adapt marketing strategies for Generation Z, taking into account the new dynamics of visual processing and their impact on emotional connection with brands.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The Journal of Communication of SEECI recognizes and promotes copyright rights, as well as the need to disseminate knowledge in an accessible and equitable manner. Our journal operates under a Creative Commons License CC BY-NC 4.0, which allows authors and users to:
- Share and Adapt: Copy, redistribute, and adapt the material published in the journal in any medium or format.
- Attribution: Properly acknowledge authorship and provide a link to the license, indicating if any changes have been made.
- Non-Commercial: Do not use the material for commercial purposes without the express permission of the authors and the journal.
- Authors retain copyright and may enter into non-exclusive agreements for self-archiving, deposit, or distribution of the publisher's version published in this journal, including institutional, national, or international repositories, and personal websites.
References
Adams, R., Albohn, D. y Kveraga, K. (2017). Social Vision: Applying a Social-Functional Approach to Face and Expression Perception. Current Directions in Psychological Science, 26(3), 243-248. https://doi.org/10.1177/0963721417706392 DOI: https://doi.org/10.1177/0963721417706392
Alegre, J. y Chiva, R. (2013). Linking Entrepreneurial Orientation and Firm Performance: The Role of Organizational Learning Capability and Innovation Performance. Journal of Small Business Management, 51(4), 491-507. https://doi.org/10.1111/jsbm.12005 DOI: https://doi.org/10.1111/jsbm.12005
Al-Maqbali, H., Kader, A., Albalushi, J., Luimula, M. y Calbureanu-Popescu, C. (2022). Impact of image features on visual attention: An eye-tracking study. En T. Ahram y C. Falcão (Eds.), Usability and user experience. AHFE (2022) International Conference (Vol. 39). AHFE Open Access. https://doi.org/10.54941/ahfe1001732 DOI: https://doi.org/10.54941/ahfe1001732
Armstrong, J. S. y Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14(3), 396-402. https://doi.org/10.2307/3150783 DOI: https://doi.org/10.1177/002224377701400320
Bagozzi, R. P. y Yi, Y. (1988). On the evaluation of structural equations models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327 DOI: https://doi.org/10.1177/009207038801600107
Bailey, M. (2019). Snowball Sampling in Business Oral History: Accessing and Analyzing Professional Networks in the Australian Property Industry. Enterprise and Society, 20(1), 74-88. https://doi.org/10.1017/ESO.2018.110 DOI: https://doi.org/10.1017/eso.2018.110
Bandura, A. (2001). Social Cognitive Theory of Mass Communication. Media Psychology, 3(3), 265-299. https://doi.org/10.1207/S1532785XMEP0303_03 DOI: https://doi.org/10.1207/S1532785XMEP0303_03
Barrientos-Báez, A. (2022). Neuromarketing: el mensaje político y el género. En A. Barrientos Báez, F. J. Herranz Fernández y D. Caldevilla Domínguez (Coord.), Estrategias de comunicación: género, persuasión y redes sociales (pp. 1-8). Gedisa.
Bichot, N. y Schall, J. (1999). Effects of similarity and history on neural mechanisms of visual selection. Nature Neuroscience, 2(Junio), 549-554. https://doi.org/10.1038/9205 DOI: https://doi.org/10.1038/9205
Bilonozhko, N. y Syzenko, A. (2020). Effective Reading Strategies for Generation Z Using Authentic Texts. Arab World English Journal: Special Issue on the English Language in Iraqi Context, 121-130. https://doi.org/10.24093/awej/elt2.8 DOI: https://doi.org/10.24093/awej/elt2.8
Binda, P., Morrone, M., Ross, J. y Burr, D. (2011). Underestimation of perceived number at the time of saccades. Vision Research, 51(1), 34-42. https://doi.org/10.1016/j.visres.2010.09.028 DOI: https://doi.org/10.1016/j.visres.2010.09.028
Boscolo, J., Oliveira, J., Maheshwari, V. y Giraldi, J. (2020). Gender differences: visual attention and attitude toward advertisements. Marketing Intelligence & Planning, 39(2), 300-314. https://doi.org/10.1108/mip-11-2019-0598 DOI: https://doi.org/10.1108/MIP-11-2019-0598
Brand Finance. (2023). Luxury & Premium 50 – 2023: The annual report on the most valuable and strongest Luxury & Premium brands. Brand Finance Plc.
Broadbent, D. E. (1958). Perception and communication. Pergamon. DOI: https://doi.org/10.1037/10037-000
Burr, D., Ross, J., Binda, P. y Morrone, M. (2010). Saccades compress space, time and number. Trends in Cognitive Sciences, 14(2), 528-533. https://doi.org/10.1016/j.tics.2010.09.005 DOI: https://doi.org/10.1016/j.tics.2010.09.005
Cantor, N. (1990). From thought to behavior: "Having" and "doing" in the study of personality and cognition. American Psychologist, 45(6), 735-750. https://doi.org/10.1037/0003-066X.45.6.735 DOI: https://doi.org/10.1037//0003-066X.45.6.735
Carroll, B. y Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2 DOI: https://doi.org/10.1007/s11002-006-4219-2
Chamorro-Premuzic, T. (2014). How the Web Distorts Reality and Impairs Our Judgement Skills. https://acortar.link/kWui0v
Chelazzi, L., Perlato, A., Santandrea, E. y Libera, C. (2013). Rewards teach visual selective attention. Vision Research, 85, 58-72. https://doi.org/10.1016/j.visres.2012.12.005 DOI: https://doi.org/10.1016/j.visres.2012.12.005
Cherry, E. C. (1953). Some experiments on the recognition of speech, with one and with two ears. En D. A. Balota y E. J. Marsh (Eds.), Key readings in cognition (pp. 443-507). Psychology Press. DOI: https://doi.org/10.1121/1.1907229
Childers, T., Carr, C., Peck, J. y Carson, S. (2001). Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior. Journal of Retailing, 77(4), 511-535. https://doi.org/10.1016/S0022-4359(01)00056-2 DOI: https://doi.org/10.1016/S0022-4359(01)00056-2
Conlin, R. y Bauer, S. (2021). Examining the impact of differing guilt advertising appeals among the Generation Z cohort. International Review on Public and Nonprofit Marketing, 19(Julio), 289-308. https://acortar.link/BcTffP DOI: https://doi.org/10.1007/s12208-021-00304-4
Cronbach, L. J. (1971). Test validation. En R. L. Thorndike (Ed.), Educational Measurement (pp. 443-507). American Council of Education.
Dayan, P., Kakade, S. y Montague, P. (2000). Learning and selective attention. Nature Neuroscience, 3(1), 1218-1223. https://doi.org/10.1038/81504 DOI: https://doi.org/10.1038/81504
Desimone, R. y Duncan, J. (1995). Neural mechanisms of selective visual attention. Annual Review of Neuroscience, 18(Marzo), 193-222. https://doi.org/10.1146/annurev.ne.18.030195.001205 DOI: https://doi.org/10.1146/annurev.neuro.18.1.193
Dimock, M. (2019). Defining generations: Where Millennials end and post-Millennials begin. https://acortar.link/S24aK7
Dragan, I. M. e Isaic-Maniu, A. (2022). An Original Solution for Completing Research through Snowball Sampling—Handicapping Method. Advances in Applied Sociology, 12(11), 729-746. https://doi.org/10.4236/aasoci.2022.1211052 DOI: https://doi.org/10.4236/aasoci.2022.1211052
Eghdam, R., Ebrahimpour, R., Zabbah, I. y Zabbah, S. (2020). Inherent importance of early visual features in attraction of human attention. Computational Intelligence and Neuroscience, 2020(1), 3496432. https://doi.org/10.1155/2020/3496432 DOI: https://doi.org/10.1155/2020/3496432
Felix, R. y Borges, A. (2014). Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extension. Journal of Brand Management, 21(Noviembre), 579-593. https://doi.org/10.1057/BM.2014.24 DOI: https://doi.org/10.1057/bm.2014.24
Feng, Q., Zheng, Y., Zhang, X., Song, Y., Luo, Y., Li, Y. y Talhelm, T. (2011). Gender differences in visual reflexive attention shifting: Evidence from an ERP study. Brain Research, 1401(Julio), 59-65. https://doi.org/10.1016/j.brainres.2011.05.041 DOI: https://doi.org/10.1016/j.brainres.2011.05.041
Fornell, C. y Larcker, D. F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312 DOI: https://doi.org/10.1177/002224378101800104
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373. https://doi.org/10.1086/209515 DOI: https://doi.org/10.1086/209515
Francis, T. y Hoefel, F. (2018). The influence of Gen Z—the first generation of true digital natives—is expanding. https://acortar.link/3ySNh9
Gajanova, L., Nadanyiova, M., Majerová, J., Kollár, B. y Pražáková, A. (2023). Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising. Communication Today, 14(1), 66-85. https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.5 DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.5
Giannotto, E. C. (2009). Uso de rastreamento do olhar na avaliação da experiência do tele-usuário de aplicações de TV interativa [Tesis inédita de maestria]. Universidade de São Paulo. https://acortar.link/fUztfb
Goldberg, J. H. y Kotval, X. P. (1999). Computer interface evaluation using eye movements: methods and constructs. International Journal of Industrial Ergonomics, 24(6), 631-645. https://acortar.link/yuPgGH DOI: https://doi.org/10.1016/S0169-8141(98)00068-7
Goldberg, J., Stimson, M., Lewenstein, M., Scott, N. y Wichansky, A. (2002). Eye tracking in Web search tasks: Design implications. En A. Duchowski, R. Vertegaal y J. W. Senders (Eds.), Eye Tracking Research and Applications Symposium (ETRA) (pp. 51-58). Association for Computing Machinery. DOI: https://doi.org/10.1145/507072.507082
Goodman, L. A. (1961). Snowball Sampling. The Annals of Mathematical Statistics, 32(1), 148-170. https://doi.org/10.1214/aoms/1177705148 DOI: https://doi.org/10.1214/aoms/1177705148
Gopher, D., Armony, L. y Greenspan, Y. (2000). Switching tasks and attention policies. Journal of Experimental Psychology: General, 129(3), 308-329. https://doi.org/10.1037//0096-3445.129.3.308 DOI: https://doi.org/10.1037//0096-3445.129.3.308
Hair, J. F., Wolfinbarger, M. F., Ortinau, D. J. y Bush, R. P. (2008). Essentials of Marketing Research. McGraw-Hill.
Ifinedo, P. (2011). Internet/e-business technologies acceptance in Canada's SMEs: an exploratory investigation. Internet Research, 21(3), 255-281. https://doi.org/10.1108/10662241111139309 DOI: https://doi.org/10.1108/10662241111139309
IPMARK. (2023). Informe Wuolah. ‘Los hábitos de consumo de la Gen Z’. https://ipmark.com/informes/informe-wuolah-los-habitos-de-consumo-de-la-gen-z/#
Irwin, D. y Thomas, L. (2007). The effect of saccades on number processing. Perception & Psychophysics, 69(Abril), 450-458. https://doi.org/10.3758/BF03193765 DOI: https://doi.org/10.3758/BF03193765
Jacob, R. J. y Karn, K. S. (2003). Eye tracking in human-computer interaction and usability research: ready to deliver the promises. En J. Hyönä, R. Radach y H. Deubel (Eds.), The Mind’s Eye: Cognitive and Applied Aspects of Eye Movement Research (pp. 573-605). Elsevier. DOI: https://doi.org/10.1016/B978-044451020-4/50031-1
Jeck, D., Qin, M., Egeth, H. y Niebur, E. (2019). Unique objects attract attention even when faint. Vision Research, 160(Julio), 60-71. https://doi.org/10.1016/j.visres.2019.04.004 DOI: https://doi.org/10.1016/j.visres.2019.04.004
Jin, S. y Ryu, E. (2019). Instagram fashionistas, luxury visual image strategies and vanity. Journal of Product & Brand Management, 29(3), 355-368. https://doi.org/10.1108/jpbm-08-2018-1987 DOI: https://doi.org/10.1108/JPBM-08-2018-1987
Just, M. A. y Carpenter, P. A. (1976). Eye fixations and cognitive processes. Cognitive Psychology, 7(4), 441-480. http://dx.doi.org/10.1016/0010-0285(76)90015-3 DOI: https://doi.org/10.1016/0010-0285(76)90015-3
Kessler, S. y McKenna, W. (1978). Gender: An Ethnomethodological Approach. Wiley.
Laan, L., Hooge, I., Ridder, D., Viergever, M. y Smeets, P. (2015). Do you like what you see? The role of first fixation and total fixation duration in consumer choice. Food Quality and Preference, 39(Enero), 46-55. https://doi.org/10.1016/J.FOODQUAL.2014.06.015 DOI: https://doi.org/10.1016/j.foodqual.2014.06.015
Lee, J., Hur, S. y Watkins, B. (2018). Visual communication of luxury fashion brands on social media: effects of visual complexity and brand familiarity. Journal of Brand Management, 25(Enero), 449-462. https://acortar.link/LnVK2y DOI: https://doi.org/10.1057/s41262-018-0092-6
Li, H., Barbot, A. y Carrasco, M. (2016). Saccade Preparation Reshapes Sensory Tuning. Current Biology, 26(12), 1564-1570. https://doi.org/10.1016/j.cub.2016.04.028 DOI: https://doi.org/10.1016/j.cub.2016.04.028
Libera, C. y Chelazzi, L. (2006). Visual selective attention and the effects of monetary rewards. Psychological Science, 17(3), 222-227. https://doi.org/10.1111/j.1467-9280.2006.01689.x DOI: https://doi.org/10.1111/j.1467-9280.2006.01689.x
Łobejko, S. y Bartczak, K. (2021). The Role of Digital Technology Platforms in the Context of Changes in Consumption and Production Patterns. Sustainability, 13(15), 8294. https://doi.org/10.3390/SU13158294 DOI: https://doi.org/10.3390/su13158294
Lykins, A., Meana, M. y Strauss, G. (2008). Sex Differences in Visual Attention to Erotic and Non-Erotic Stimuli. Archives of Sexual Behavior, 37(Agosto), 219-228. https://doi.org/10.1007/S10508-007-9208-X DOI: https://doi.org/10.1007/s10508-007-9208-x
Mangleburg, T. y Bristol, T. (1998). Socialization and Adolescents' Skepticism toward Advertising. Journal of Advertising, 27(3), 11-21. https://doi.org/10.1080/00913367.1998.10673559 DOI: https://doi.org/10.1080/00913367.1998.10673559
Mayr, U. y Kliegl, R. (2000). Task-set switching and long-term memory retrieval. Journal of Experimental Psychology: Learning, Memory, and Cognition, 26(5), 1124-1140. https://doi.org/10.1037//0278-7393.26.5.1124 DOI: https://doi.org/10.1037//0278-7393.26.5.1124
Merritt, P., Hirshman, E., Wharton, W., Stangl, B., Devlin, J. y Lenz, A. (2007). Evidence for gender differences in visual selective attention. Personality and Individual Differences, 43(3), 597-609. https://doi.org/10.1016/J.PAID.2007.01.016 DOI: https://doi.org/10.1016/j.paid.2007.01.016
Metricool. (2023). Estudio de redes sociales: tendencias para 2024. https://metricool.com/es/estudio-redes-sociales/#Calidad_vs_cantidad
Morin-Duchesne, X. y Kennedy, D. (2015). Social features impact visual exploration of naturalistic scenes. Journal of Vision, 15(12), 1224. https://doi.org/10.1167/15.12.1224 DOI: https://doi.org/10.1167/15.12.1224
Napier, N. (2018). The Myth of Multitasking. https://acortar.link/6fZwk7
Nielsen Norman Group. (2021). How Many Participants for Quantitative Usability Studies: A Summary of Sample-Size Recommendations. https://www.nngroup.com/articles/summary-quant-sample-sizes/
Nunnally, J. C. (1978). Psychometric Theory. McGraw-Hill.
Palermo, R. y Rhodes, G. (2007). Are you always on my mind? A review of how face perception and attention interact. Neuropsychologia, 45(1), 75-92. https://doi.org/10.1016/j.neuropsychologia.2006.04.025 DOI: https://doi.org/10.1016/j.neuropsychologia.2006.04.025
Parra-Medina, L. E. y Álvarez-Cervera, F. J. (2021). Síndrome de la sobrecarga informativa: una revisión bibliográfica. Revista de Neurologia, 73(12), 421-428. https://doi.org/10.33588/rn.7312.2021113 DOI: https://doi.org/10.33588/rn.7312.2021113
Pertzov, Y., Avidan, G. y Zohary, E. (2009). Accumulation of visual information across multiple fixations. Journal of Vision, 9(10), 1-12. https://doi.org/10.1167/9.10.2 DOI: https://doi.org/10.1167/9.10.2
Pritsch, C., Telkemeyer, S., Mühlenbeck, C. y Liebal, K. (2017). Perception of facial expressions reveals selective affect-biased attention in humans and orangutans. Scientific Reports, 7(Agosto), 7782. https://doi.org/10.1038/s41598-017-07563-4 DOI: https://doi.org/10.1038/s41598-017-07563-4
Renshaw, J. A., Finlay, J., Tyfa, D. A. y Ward, R. D. (2003). Designing for visual influence: an eye tracking study of the usability of graphical management information. En M. Rauterberg, M. Menozzi y J. Wesson (Eds.), Designing for Visual Influence: an Eye Tracking Study of the Usability of Graphical Management Information (pp. 144-151). IOS Press.
Rizvi, W. H. (2020). Brand Visual Eclipse (BVE): When the Brand Fixation Spent is Minimal in Relation to the Celebrity. En F. Davis, R. Riedl, J. vom Brocke, P. M. Léger, A. Randolph y T. Fischer (Eds.), Information Systems and Neuroscience (pp. 573-605). Springer. https://doi.org/10.1007/978-3-030-28144-1_33 DOI: https://doi.org/10.1007/978-3-030-28144-1_33
Roetzel, P. G. (2019). Information overload in the information age: a review of the literature from business administration, business psychology, and related disciplines with a bibliometric approach and framework development. Business Research, 12(Julio), 479-522. https://doi.org/10.1007/s40685-018-0069-z DOI: https://doi.org/10.1007/s40685-018-0069-z
Rogers, R. y Monsell, S. (1995). The costs of a predictable switch between simple cognitive tasks. Journal of Experimental Psychology: General, 124(2), 207-231. https://doi.org/10.1037/0096-3445.124.2.207 DOI: https://doi.org/10.1037//0096-3445.124.2.207
Rorden, C., Greene, K., Sasine, G. y Baylis, G. (2002). Enhanced Tactile Performance at the Destination of an Upcoming Saccade. Current Biology, 12(16), 1429-1434. https://doi.org/10.1016/S0960-9822(02)01039-4 DOI: https://doi.org/10.1016/S0960-9822(02)01039-4
Sádaba, C. y Sánchez-Blanco, C. (2019). Los usos y preferencias informativas de los públicos: evasión informativa y exposición incidental; itinerarios, participación y redes sociales; radio, audio y podcast; publicidad y bloqueo de anuncios (ad-blocking). En C. Toural-Bran y X. López-García (Eds.), Ecosistema de cibermedios en España. Tipologías, iniciativas, tendencias narrativas y desafíos (pp. 109-140). Comunicación Social.
Sakdiyakorn, M., Golubovskaya, M. y Solnet, D. (2021). Understanding Generation Z through collective consciousness: Impacts for hospitality work and employment. International Journal of Hospitality Management, 94(Abril), 102822. https://doi.org/10.1016/j.ijhm.2020.102822 DOI: https://doi.org/10.1016/j.ijhm.2020.102822
Schindler, S. y Bublatzky, F. (2020). Attention and emotion: An integrative review of emotional face processing as a function of attention. Cortex, 130(Septiembre), 362-386. https://doi.org/10.1016/j.cortex.2020.06.010 DOI: https://doi.org/10.1016/j.cortex.2020.06.010
Serences, J. y Yantis, S. (2007). Spatially selective representations of voluntary and stimulus-driven attentional priority in human occipital, parietal, and frontal cortex. Cerebral Cortex, 17(2), 284-293. https://doi.org/10.1093/CERCOR/BHJ146 DOI: https://doi.org/10.1093/cercor/bhj146
Shaqiri, A., Brand, A., Roinishvili, M., Kunchulia, M., Sierro, S., Willemin, J., Chkonia, E., Iannantuoni, L., Kilz, K., Mohr, C. y Herzog, M. (2016). Gender differences in visual perception. Perception, 45(2), 1-383. https://doi.org/10.1177/0301006616671273 DOI: https://doi.org/10.1167/16.12.207
Sharma, C. y Dubey, S. K. (2014). Analysis of eye tracking techniques in usability and HCI perspective. En International Conference on Computing for Sustainable Global Development (pp. 607-612). New Delhi. DOI: https://doi.org/10.1109/IndiaCom.2014.6828034
Singh, A. (2014). Challenges and Issues of Generation Z. IOSR Journal of Business and Management, 16(7), 59-63. https://doi.org/10.9790/487X-16715963 DOI: https://doi.org/10.9790/487X-16715963
Singh, D. (2023). Influencing gen z mindset towards a product through content marketing. EPRA International Journal of Economics, Business and Management Studies, 10(6), 5-16. https://doi.org/10.36713/epra13508 DOI: https://doi.org/10.36713/epra13508
Smith, C., Noll, J. y Bryant, J. (1999). The Effect of Social Context on Gender Self-Concept. Sex Roles, 40(Abril), 499-512. https://doi.org/10.1023/A:1018879811991 DOI: https://doi.org/10.1023/A:1018879811991
Smith, E. y Collins, E. (2009). Contextualizing person perception: distributed social cognition. Psychological Review, 116(2), 343-364. https://doi.org/10.1037/a0015072 DOI: https://doi.org/10.1037/a0015072
Sweller, J. (1988). Cognitive Load During Problem Solving: Effects on Learning. Cognitive Science, 12(2), 257-285. https://doi.org/10.1207/s15516709cog1202_4 DOI: https://doi.org/10.1016/0364-0213(88)90023-7
Theeuwes, J. (2018). Visual Selection: Usually Fast and Automatic; Seldom Slow and Volitional. Journal of Cognition, 1(1), 29. https://doi.org/10.5334/joc.13 DOI: https://doi.org/10.5334/joc.13
Theeuwes, J. y Burg, E. (2007). The role of spatial and nonspatial information in visual selection. Journal of Experimental Psychology: Human Perception and Performance, 33(6), 1335-1351. https://doi.org/10.1037/0096-1523.33.6.1335 DOI: https://doi.org/10.1037/0096-1523.33.6.1335
Treisman, A. (1965). Effect of irrelevant material on the efficiency of selective listening. American Journal of Psychology, 77(4), 533-546. https://doi.org/10.2307/1420765 DOI: https://doi.org/10.2307/1420765
Treisman, A. y Gelade, G. (1980). A feature integration theory of attention. Cognitive Psychology, 12(1), 97-136. https://doi.org/10.1016/0010-0285(80)90005-5 DOI: https://doi.org/10.1016/0010-0285(80)90005-5
Vanston, J. y Strother, L. (2017). Sex differences in the human visual system. Journal of Neuroscience Research, 95(1-2), 617-625. https://doi.org/10.1002/jnr.23895 DOI: https://doi.org/10.1002/jnr.23895
Watson, D., Humphreys, G. y Olivers, C. (2003). Visual marking: using time in visual selection. Trends in Cognitive Sciences, 7(4), 180-186. https://doi.org/10.1016/S1364-6613(03)00033-0 DOI: https://doi.org/10.1016/S1364-6613(03)00033-0
Zhou, L. y Xue, F. (2021). Show products or show people: an eye-tracking study of visual branding strategy on Instagram. Journal of Research in Interactive Marketing, 15(4), 729-749. https://doi.org/10.1108/JRIM-11-2019-0175 DOI: https://doi.org/10.1108/JRIM-11-2019-0175