PSYCHOSENSOMETRIC STUDY (EYE TRACKER) ON THE LEVELS OF PERSUASION IN THE WOMEN'S PERFUMERY INDUSTRY

Abstract

Thanks to technological progress, communicational activities are more efficient, because before being published they are studied through psychosensometric equipment such as an eye tracker, which allows knowing what advertising content the consumer really looks at. The research determines the level of persuasion that has a well-designed advertising against the feminine perfumery of the brands Lancome, Caroline Herrera, and Chanel. For this purpose, neuromarketing tools were used, such as the EyeTracker, which allowed to know the exact points of fixation in each of the advertisements and at the same time it was complemented with elements of traditional market research (survey). This allowed obtaining more field data on the communication designed by the brands under study; therefore, it was identified that the people under study prefer Carolina Herrera's advertising since its advertising is better designed, its elements are distributed in a better way and it does not contain distracting points.