Neuromarketing: a influência dos rostos humanos na atenção e percepção de confiabilidade a partir de posts em ambientes virtuais

Shirlei Miranda Camargo

doi:10.5585/remark.v23i1.23556

Autores

Shirlei Miranda Camargo UFPR - Universidade Federal do Paraná https://orcid.org/0000-0002-9885-0892

DOI:

https://doi.org/10.5585/remark.v23i1.23556

Palavras-chave:

neuromarketing, faces, atenção, confiança

Resumo

Objetivo: Descobrir o que desperta mais a atenção e gera maior confiança nos consumidores em ambientes virtuais - posts com rostos ou com objetos que simulam um rosto (pareidolia) frente a posts com objetos comuns.

Método: Pesquisa quantitativa realizada por meio de um experimento realizado com 90 estudantes de Universidades do Sul do Brasil.

Originalidade/Relevância: Existe uma superexposição às informações que dificulta atrair a atenção dos consumidores. Porém segundo Guido et al. (2019), o rosto humano é um elemento que chama a atenção, portanto, uma solução seria utilizá-lo (ou objetos que o lembram - pareidolia). Contudo, há poucos estudos sobre isso. Logo, se contribui trazendo insights sobre o uso de rostos/pareidolia em anúncios online.

Resultados: ao comparar posts com objetos que lembram um rosto, com rostos reais e com objetos comuns, verificou-se que aquele com objetos que lembram um rosto (pareidolia) chamam mais a atenção que os demais em anúncios online.

Contribuições teóricas/metodológicas: O tema “rosto” é pouco estudado (Ma et al., 2021, Chen et al., 2023). Logo, a contribuição teórica desse estudo é trazer indícios que imagens contendo objetos que lembram um rosto (pareidolia) podem ser consideradas superiores nessa tarefa.

Contribuições sociais / para a gestão: Com esses resultados, os gestores podem repensar suas estratégias para se destacar em meio ao excesso de informações. Por exemplo, utilizando em posts objetos que lembrem um rosto humano para chamar a atenção dos consumidores.

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Biografia do Autor

Shirlei Miranda Camargo, UFPR - Universidade Federal do Paraná

Doutorado

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