CONSUMERS’ PERCEPTION: DISCOVERING THE “LAW OF ATTRACTION” IN ART USING EYE-TRACKING
DOI:
https://doi.org/10.24193/subbnegotia.2021.4.02Keywords:
eye tracking, observation, art, artwork analysis, paintings.Abstract
Today, due to new technologies and seeing the tenacity with which the branch of scientific research, especially neuromarketing, advances, it is easy to understand how they have managed to bring together topics such as fine arts and eye-tracking technology. Not only did they end up with amazing results, but those results were in line with the expectations created from the very beginning by researchers from these industries and beyond. Therefore, using eye-tracking as a market research tool, it is possible to directly track and measure the observable behavior of a visual arts consumer, analyzing both his visual attention and his eye movements. The data collected for this study resulted from the exploratory research, which involves the review of several articles and specialized studies regarding the eye-tracking subject and also from the qualitative research, represented by an in-depth interview with both Romanian art consumers and artists. It has implemented an eye-tracking test, also to gather the primary data for this present study, a tool that was available on an online platform named GazeRecorder. The results illustrate the extent to which attention and the decision-making process (to purchase a painting) affect and influence how the information present in the work of fine art is related to the composition and elements that support the artwork itself. Thus, these results, not only can help analyze a painting in a much more efficient way but can also be incorporated in the future into consultancy services for artists or may represent the basis of a more appropriate and attractive form of education in art.
JEL classification: L31, C91
References
Bercea M.D. (2012). “Anatomy of methodologies for measuring consumer behavior in neuromarketing research” in Proceedings of the Lupcon Center for Business Research (LCBR) European Marketing Conference; August 9–10, 2012; Munich, Bavaria, Germany.
Dos Santos, R.D.O.J., de Oliveira, J.H.C., Rocha, J.B., and Giraldi, J.D.M.E. (2015), “Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies”, in International Journal of Psychological Studies, Vol. 7, No. 1, pp. 32.
Hill D. (2019), “First Blush-People’s Intuitive Reactions to Famous Art” in Sensory Logic, Incorporated, United States.
Kapoula Z., Yang Q., Vernet M., Bucci M. P. (2008). “2D-3D Space Perception in Francis Bacon’s and Piero della Francesca’s Paintings: Eye Movement Studies”, in Proceedings of the 20th Biennial Congress of the International Association of Empirical Aesthetics, ed. Bordens, K. S. Paris, France, pp. 75–78.
Richardson, D.C., and Spivey, M.J. (2004), “Eye tracking: Characteristics and methods”, in Encyclopedia of biomaterials and biomedical engineering, Vol. 3, pp. 1028-1042.
Sancarlo, R., Dare, Z., Arato, J. & Rosenberg, R. (2020), “Does pictorial composition guide the eye? Investigating four centuries of last supper pictures”, in Journal of Eye Movement Research, Vol. 12, No. 2.
Weigle, C., and Banks, D.C. (2008), “Analysis of eye-tracking experiments performed on a Tobii T60”, in Conference: Visualization and Data Analysis, vol. 6809, pp. 680903. International Society for Optics and Photonics.
Zamani H., Abas A. and Amin M.K.M. (2016), “Eye Tracking Application on Emotion Analysis for Marketing Strategy”, in Journal of Telecommunication, Electronic and Computer Engineering (JTEC), Vol. 8, No. 11, pp. 87-91.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Studia Universitatis Babeș-Bolyai Negotia
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
