文章基本信息

标题：Public policies and selective visual attention: the effectiveness of awareness messages among young people about the consumption of alcoholic beverages in Brazil
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作者：Renê de Oliveira Joaquim dos Santos ; Jorge Henrique Caldeira de Oliveira ; Janaina de Moura Engracia Giraldi 等
期刊名称：Brazilian Journal of Science and Technology
印刷版ISSN：2196-288X
出版年度：2015
卷号：2
期号：1
页码：5
DOI：10.1186/s40552-015-0010-3
语种：English
出版社：BioMed Central
摘要：The aim of this study was to determine the effectiveness of mandatory conscious consumption warnings on alcohol advertisements in Brazil among young adults. Through Neuromarketing technique using Eye Tracking equipment, the visual attention behavior of young consumers was verified in laboratory, when they were exposed to beer commercials. The results demonstrated that the effectiveness of these warnings is very low and that this type of public health policies is not having the desired effects. These results emphasize the need to better understand how to attract the visual attention of consumers to these warning messages, clearly demonstrating that the current formats do not play their role of prevention and awareness.
关键词：Conscious consumption ; Visual attention ; Public policies