Visual Attention in an Overstimulating Environment

Věda a výzkum

Doba řešení: 1. března 2021 - 28. února 2023
Řešitel: Ing. Simona Bažantová
Pracoviště: Fakulta managementu v Jindřichově Hradci
Katedra exaktních metod (6110)

Samostatný řešitel
Poskytovatel: Ministerstvo školství, mládeže a tělovýchovy
program: Interní grantová agentura VŠE
Celkový rozpočet: 509 000 CZK
Registrační číslo F6/12/2021
Číslo zakázky: IG632041
The aim of the project is to contribute to an understanding of the functioning of the attention as a behavioural, social and cognitive process of selective focalisation and concentration on a discrete aspect of information. The project is divided into two work packages (WP): two interwoven studies approaching VA from two different perspectives while at the same time intermingling. Thus the project can be best described as a two-step investigation
1. to empirically explore how the particular stimulus (anthropomorphic cues) on packaging influences VA, subsequently how it affects consumers’ reaction and purchase intention with the emphasis on “attracting” and “distracting” role of the stimulus;
2. to empirically examine the consequences of distraction by digital technologies in the consumer’s gaze behaviour.