Gender selection dilemma in FMCG advertising: Insights from eye-tracking research
Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising presents a strategic challenge. Previous research has predominantly concentrated on comparing celebrity spokespersons with non-celebrities, frequently neglecting the intricate distinctions in the effectiveness of...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-07-01
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| Series: | Journal of Eye Movement Research |
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| Online Access: | https://bop.unibe.ch/JEMR/article/view/11122 |
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| _version_ | 1849768487846674432 |
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| author | Minanshu Sinha Madhvendra Misra Saurabh Mishra |
| author_facet | Minanshu Sinha Madhvendra Misra Saurabh Mishra |
| author_sort | Minanshu Sinha |
| collection | DOAJ |
| description |
Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising presents a strategic challenge. Previous research has predominantly concentrated on comparing celebrity spokespersons with non-celebrities, frequently neglecting the intricate distinctions in the effectiveness of male versus female endorsers. This study addresses this research gap by employing both traditional and neuromarketing methodologies. By integrating eye-tracking technology via RealEye and questionnaire-based surveys, the results indicate that female celebrities are more effective in capturing visual attention, whereas male celebrities are more effective in enhancing perceived trustworthiness. These findings are pivotal for both academic research and commercial strategy, as they elucidate the optimal selection of celebrity gender for maximizing FMCG advertising efficacy.
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| format | Article |
| id | doaj-art-aec856138ed94f97939ba5fa5752d18c |
| institution | DOAJ |
| issn | 1995-8692 |
| language | English |
| publishDate | 2024-07-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Eye Movement Research |
| spelling | doaj-art-aec856138ed94f97939ba5fa5752d18c2025-08-20T03:03:46ZengMDPI AGJournal of Eye Movement Research1995-86922024-07-0117210.16910/jemr.17.2.6Gender selection dilemma in FMCG advertising: Insights from eye-tracking researchMinanshu Sinha0Madhvendra Misra1Saurabh Mishra2Indian Institute of Information Technology AllahabadIndian Institute of Information Technology AllahabadIndian Institute of Information Technology Allahabad Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising presents a strategic challenge. Previous research has predominantly concentrated on comparing celebrity spokespersons with non-celebrities, frequently neglecting the intricate distinctions in the effectiveness of male versus female endorsers. This study addresses this research gap by employing both traditional and neuromarketing methodologies. By integrating eye-tracking technology via RealEye and questionnaire-based surveys, the results indicate that female celebrities are more effective in capturing visual attention, whereas male celebrities are more effective in enhancing perceived trustworthiness. These findings are pivotal for both academic research and commercial strategy, as they elucidate the optimal selection of celebrity gender for maximizing FMCG advertising efficacy. https://bop.unibe.ch/JEMR/article/view/11122Eye-TrackingCelebrity EndorsementFMCGNeuromarketing Webcam Based Eye-TrackingSpokesperson Gender |
| spellingShingle | Minanshu Sinha Madhvendra Misra Saurabh Mishra Gender selection dilemma in FMCG advertising: Insights from eye-tracking research Journal of Eye Movement Research Eye-Tracking Celebrity Endorsement FMCG Neuromarketing Webcam Based Eye-Tracking Spokesperson Gender |
| title | Gender selection dilemma in FMCG advertising: Insights from eye-tracking research |
| title_full | Gender selection dilemma in FMCG advertising: Insights from eye-tracking research |
| title_fullStr | Gender selection dilemma in FMCG advertising: Insights from eye-tracking research |
| title_full_unstemmed | Gender selection dilemma in FMCG advertising: Insights from eye-tracking research |
| title_short | Gender selection dilemma in FMCG advertising: Insights from eye-tracking research |
| title_sort | gender selection dilemma in fmcg advertising insights from eye tracking research |
| topic | Eye-Tracking Celebrity Endorsement FMCG Neuromarketing Webcam Based Eye-Tracking Spokesperson Gender |
| url | https://bop.unibe.ch/JEMR/article/view/11122 |
| work_keys_str_mv | AT minanshusinha genderselectiondilemmainfmcgadvertisinginsightsfromeyetrackingresearch AT madhvendramisra genderselectiondilemmainfmcgadvertisinginsightsfromeyetrackingresearch AT saurabhmishra genderselectiondilemmainfmcgadvertisinginsightsfromeyetrackingresearch |