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Keywords = FMCG
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27 pages, 5145 KB  
Article
Gender Selection Dilemma in Fast Moving Consumer Goods (FMCG) Advertising: Insights from Eye-Tracking Research
by Minanshu Sinha, Madhvendra Misra and Saurabh Mishra
J. Eye Mov. Res. 2024, 17(2), 1-27; https://doi.org/10.16910/jemr.17.2.6 - 22 Jul 2024
Cited by 1 | Viewed by 2091
Abstract
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 [...] Read more.
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. Full article
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