¡Pide mi vino!: análisis con eye tracking del etiquetado de botellas de vino en una feria nacional del vino

Marta  Retamosa Ferreiro; Miguel Ángel Gómez Borja; Ángel Millán Campos

doi:10.15178/va.2021.154.e1344

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Published: May 24, 2021

DOI: https://doi.org/10.15178/va.2021.154.e1344

Keywords:

Neuromarketing, eye tracking, labelling, packaging, area of attention, eye monitoring, wine bottles

Marta Retamosa Ferreiro

Universidad de Castilla-La Mancha

https://orcid.org/0000-0001-9984-7639

Miguel Ángel Gómez Borja

Universidad de Castilla-La Mancha

https://orcid.org/0000-0002-9788-8629

Ángel Millán Campos

Universidad de Castilla-La Mancha

https://orcid.org/0000-0002-9362-1513

Abstract

In a saturated and hyper-communicated society, effective design is key to the success of a product. Neuroscientific tools at the service of advertising and marketing are effective instruments for predicting consumer behaviour. Considering this context and the great diversity of wines sold in the spanish wine market, the aim is to analyse the labelling of a selection of wine brands and bottles. The main objective of the research was to demonstrate to the wineries involved which areas of their labels on the bottles aroused the greatest interest or engagement with their target audience. The study employed a desktop eye tracker and it was carried out at the national wine fair (FENAVIN) held in Ciudad Real (Castilla La-Mancha) in 2019. The sample under analysis is comprised of sector specialists attending the fair. Findings revealed that the upper and central areas of the labelling were of greater interest, identifying the blind areas that were not attended by the sample. The study concludes that the degree of attractiveness and originality in label design are key determinants in consumer perception and selection processes.

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How to Cite

Retamosa Ferreiro, Marta, Miguel Ángel Gómez Borja, and Ángel Millán Campos. 2021. “Order My wine!: Eye Tracking Analysis of Wine Labelling at a National Wine Fair”. Vivat Academia. Journal of Communication 154 (May):213-26. https://doi.org/10.15178/va.2021.154.e1344.

Issue

Issue 154

Section

Nuevos Retos en Neuromarketing y Comunicación en el Ámbito Acad. y Empresarial

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Author Biographies

Marta Retamosa Ferreiro, Universidad de Castilla-La Mancha

La Dra. Marta es profesora del Departamento de Marketing de la Universidad de Castilla La Mancha. Marta ha obtenido su doctorado en economía reconocido internacionalmente con una tesis sobre la marca universitaria. Posee títulos de especialista en marketing internacional (IEB), máster universitario en estrategia y marketing de la empresa (UCLM) y máster universitario en Neuromarketing (UNIR). Sus campos de investigación son el branding, la gestión de marcas, el comportamiento del consumidor y el Neuromarketing, participando en numerosas charlas de divulgación sobre ello.

Miguel Ángel Gómez Borja, Universidad de Castilla-La Mancha

El Dr. Miguel-Ángel Gómez-Borja es licenciado en Ciencias Económicas y Empresariales por la Universidad de Valencia y doctor en Administración de Empresas por la Universidad de Castilla-La Mancha. En la actualidad, es Catedrático de Marketing en la Facultad de Economía y Empresa de Albacete, España. Su investigación se centra, entre otros, en el impacto de las nuevas tecnologías de la información en la gestión de estrategias y tácticas de marketing, el comportamiento del consumidor en entornos virtuales y las herramientas y aplicaciones de investigación de marketing online, incluyendo el análisis de la neurociencia del consumidor. En cuanto a las aplicaciones sectoriales, sus intereses tienen mucho que ver con la agroalimentación, el turismo y el ocio, el comercio minorista y las nuevas tecnologías. También trabaja en temas relacionados con las organizaciones sin ánimo de lucro, la ayuda al desarrollo y los programas y herramientas de desarrollo sostenible.

Ángel Millán Campos, Universidad de Castilla-La Mancha

El Dr. Ángel Millán es profesor titular del Departamento de Marketing de la Universidad de Castilla La Mancha. Es autor de varios artículos académicos y libros sobre turismo, comportamiento del consumidor y branding. Ha publicado en revistas internacionales como Psychology & Marketing y Journal of Brand Management.

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