Palabras clave

Adultos, atención, cognición, eye tracker, contenidos televisivos, publicidad televisiva, neuromarketing, hábitos televisivos

Resumen

Las personas mayores son grandes consumidores de los medios, especialmente la televisión (TV), donde el spot convencional se combina con formatos publicitarios introducidos en el programa que no rompen su continuidad: la publicidad no convencional (PNC). El objetivo de este trabajo es analizar cómo los adultos mayores, en comparación con los jóvenes, atienden y procesan la información que aparece simultáneamente en la pantalla (programa y publicidad). Participan en el estudio 30 adultos mayores y 30 jóvenes. Se analiza, con la tecnología del «eye tracker», la atención dispensada a la pantalla de TV (en términos de captura atencional, «heat maps» y fijaciones oculares) mientras aparece PNC. También se analizan el reconocimiento de los contenidos, la reactancia psicológica ante la PNC y el comportamiento de zapping. Los resultados muestran que la atención de los adultos no difiere de la de los jóvenes y depende del contenido integrado. El reconocimiento de los adultos es inferior al de los jóvenes cuando la PNC tiene un nivel de intrusión elevado y medio. Su reactancia psicológica es inferior a la de los jóvenes, pero ambos grupos tienen el mismo comportamiento de fidelización al programa televisivo. La conclusión es que el envejecimiento no afecta tanto a la atención dispensada a los contenidos integrados como a las habilidades del procesamiento de la información.

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Ficha técnica

Recibido: 27-10-2014

Revisado: 20-11-2014

Aceptado: 15-01-2015

OnlineFirst: 15-04-2015

Fecha publicación: 01-07-2015

Tiempo de revisión del artículo : 24 (en días) | Media de tiempo de revisión de los manuscritos del número 45: 46 (en días)

Tiempo de aceptación del artículo: 80 (en días) | Media tiempo aceptación de los manuscritos del número 45: 127 (en días)

Tiempo de edición OnlineFirst: 202 (en días) | Media tiempo edición de los OnlineFirst del número 45: 247 (en días)

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Añaños-Carrasco, E. (2015). Eyetracker technology in elderly people: How integrated television content is paid attention to and processed. [La tecnología del «EyeTracker» en adultos mayores: Cómo se atienden y procesan los contenidos integrados de televisión]. Comunicar, 45, 75-83. https://doi.org/10.3916/C45-2015-08

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