Attention and Joint Attention to TV spots. Study with eye tracker technology

abstract With eye tracker technology the attentional effect of packaging is studied in spots in joint attention situation, when the packaging interacts with the protagonist through his gaze. The results show that attention is focused on the packaging during the interaction and on the image when both elements do not interact; furthermore, during the interaction the packaging captures the attention of more participants and faster and lasts longer. It is concluded that, as an advertising strategy, interaction is effective in relation to the care given to packaging. * Agradecimientos. Investigación financiada parcialmente por la Generalitat de Cataluña (2014 SGR027) y la Comisión Europea (7FP HBB4ALL).

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