Purpose

This study examines the differences between genders in visual attention and attitudes toward different types of advertisements.

Design/methodology/approach

An experimental design using a structured questionnaire and six print advertisements with a male, female and neutral focus was used to evaluate gender differences. In total, 180 students from a public university in Brazil participated in the study. An eye-tracking device was employed, using the Tobii Studio software, to get the visual attention metrics for this study.

Findings

In the case of the female advertisements, no significant difference between visual attention and attitude was found; however, differences were found in the case of male visual attention to the image and their relative attitudes toward the advertisements.

Research limitations/implications

Because it is a laboratory experiment using quota sampling, mainly Latin consumers, the potential for broader generalization may be limited. Besides, since they are real image advertisement images, there may be some interference in the respondents' responses from previous interactions with the brand or product exposed or even from a prior observation of this advertisement.

Originality/value

This study provides deeper insight into Latin consumers' preferences and associations, who have a different cultural and national context. This study contributes to the use of the eye-tracking tool as a neuromarketing technique to evaluate and analyze visual attention.

中文翻译：

---

性别差异：视觉注意力和对广告的态度

目的

这项研究探讨了视觉注意力和对待不同类型广告的态度之间的性别差异。

设计/方法/方法

使用结构化问卷和六个以男性，女性和中性为重点的平面广告进行的实验设计用于评估性别差异。共有来自巴西一所公立大学的180名学生参加了这项研究。使用Tobii Studio软件使用眼动追踪设备来获得这项研究的视觉注意指标。

发现

在女性广告中，视觉注意力和态度没有明显差异；然而，在男性视觉关注图像及其对广告的相对态度方面发现了差异。

研究局限/意义

因为这是使用配额抽样（主要是拉丁语消费者）的实验室实验，所以广泛推广的潜力可能会受到限制。此外，由于它们是真实的图像广告图像，因此与先前与所暴露的品牌或产品的交互甚至是对该广告的先前观察都可能会对受访者的响应造成一些干扰。

创意/价值

这项研究提供了对具有不同文化和国家背景的拉丁裔消费者的偏好和联想的更深入的了解。这项研究有助于将眼动追踪工具作为一种神经营销技术来评估和分析视觉注意力。