Fånga känslan på bild och få kunden på köpet: Hur visuella stimuli påverkar kundens köpintention för film genom känslomässiga processer

Sammanfattning: Video on demand is a rapidly growing channel for media consumption. Marketing through visual stimuli is one of the few atmospheric dimensions that online-based actors are able to use to affect their customers. However, there is an absence of studies detecting how some of the most common visual stimuli, such as faces and recommendations, trigger a cognitive process through an emotional interpretation and a responding purchase intention. This study aims to examine how some of the most common visual stimuli in movie posters, faces and recommendations, affect customers in the mentioned evaluation process with all else being equal. The chosen method for the study is an eye tracking experiment and a complementing survey. The results showed significant differences in the respondents' eye movements depending on which stimuli that were incorporated in the poster they were exposed to. The respondents clearly favored faces and text recommendations in terms of fixation density, which is used to measure attention. Furthermore, the study also showed tendencies suggesting that different types of eye movements lead to different emotional stages. These could also be proven to relate to the customers' purchase intention.