Public policies and selective visual attention: the effectiveness of awareness messages among young people about the consumption of alcoholic beverages in Brazil

Brazilian Journal of Science and Technology - Tập 2 - Trang 1-9 - 2015
Renê de Oliveira Joaquim dos Santos1, Jorge Henrique Caldeira de Oliveira1, Janaina de Moura Engracia Giraldi1, Adriano Rogério Bruno Tech2
1University of São Paulo (USP), Ribeirão Prêto, Brazil
2University of São Paulo (USP), Pirassununga, Brazil

Tóm tắt

The aim of this study was to determine the effectiveness of mandatory conscious consumption warnings on alcohol advertisements in Brazil among young adults. Through Neuromarketing technique using Eye Tracking equipment, the visual attention behavior of young consumers was verified in laboratory, when they were exposed to beer commercials. The results demonstrated that the effectiveness of these warnings is very low and that this type of public health policies is not having the desired effects. These results emphasize the need to better understand how to attract the visual attention of consumers to these warning messages, clearly demonstrating that the current formats do not play their role of prevention and awareness.

Tài liệu tham khảo

Albuquerque MFPMF, Ximenes RAA, Lucena-Silva N, Souza WV, Dantas AT, Dantas OMS, Rodrigues LC (2007) Factors associated with treatment failure dropout, and death in a cohort of tuberculosis patients in Recife, Pernambuco State, Brazil. Cad Saúde Pública 23:1573–1582 Almeida JF, Carvalho KD, Crus STM, Carvalho MFAA, Figueiredo RGT (2013) Alcohol use among of public school students. J Nurs UFPE On Line 7:397–406 Boffetta P, Hashibe M (2006) Alcohol and cancer. Lancet Oncol 7:149–156 Bojko A, Adamczyk KA (2010) More than just eye candy: top ten misconceptions about eye tracking. User Exp 9:4–8 Buscher G, Dumais ST, Cutrell E (2010) The good, the bad, and the random: an eye-tracking study of ad quality in web search. In: Proceedings of the international ACM SIGIR conference on research and development in information retrieval, vol 33, pp 42–49 Caswell S (2004) Alcohol brands in young people’s everyday lives: new developments in marketing. Alcohol Alcohol 39:471–476 Caswell S, Maxwell A (2005) Regulation of alcohol marketing: a global view. J Public Health Policy 26:343–358 D’Andrea G, Ventura CAA, Costa Júnior ML (2013) Social use of alcohol among adolescent offenders: a fundamental approach toward human needs. Rev Esc Enferm USP 48:133–140 Duailibi S, Laranjeira R (2007) Políticas públicas relacionadas às bebidas alcoólicas. Rev Saúde Pública 41:839–848 Eloah MI, Lana FCF, Felisbino-Mendes MS, Malta DC (2013) Factors associated with alcohol intake and alcohol abuse among women in Belo Horizonte, Minas Gerais State, Brazil. Cad Saúde Pública 29:1449–1459 Falcão ISL, Rangel-S ML (2010) Controle sanitário da propaganda de bebidas alcóolicas no Brasil: Estudo dos projetos de lei de 1988 a 2004. Ciênc Saúde Colet 15:3433–3442 Ferreira LN, Sales ZN, Casotti CA, Bispo Júnior JP, Braga Júnior ACR (2011) Perfil do consumo de bebidas alcoólicas e fatores associados em um município do Nordeste do Brasil. Cad Saúde Pública 27:1473–1486 Fiszman BP, Velasco C, Salgado-Montejo A, Spence C (2013) Using combined eye tracking and word association in order to assess novel packaging solutions: a case study involving jam jars. Food Qual Prefer 28:328–338 Fugate DL (2007) Neuromarketing: a layman’s look at neuroscience and its potential application to marketing practice. J Consum Mark 24:385–394 Lemercier A, Guillot G, Courcoux P, Garrel C, Baccino T, Schlich P (2014) Pupillometry of taste: methodological guide - from acquisition to data processing - and toolbox for MATLAB. Quant Methods Psychol 10:179–199 Malta DC, Berna RTI, Silva MMA, Claro RM, Silva Júnior JB, Reis AAC (2014) Consumo de bebidas alcoólicas e direção de veículos, balanço da lei seca, Brasil 2007 a 2013. Rev Saúde Pública 48:692–696 Ministério da Saúde (2010) “Lei Seca” reduz em 6,2% as mortes causadas pelo trânsito. Portal da Saúde. Recuperado em 12 maio, 2012 de http://portal.saude.gov.br/portal/aplicacoes/noticias/default.cfm?pg=dspDetalheNoticia&id_area=1450&CO_NOTICIA=11454 Montagu JD, Coles EM (1966) Mechanism and measurement of the galvanic skin response. Psychol Bull 65:261–279 Nielsen J, Pernice K (2009) Eyetracking web usability. New Riders, Berkeley Oliveira JHC, Giraldi JME, Santos ROJ (2014) Opening the -black box- in the consumer’s mind: understanding what is neuromarketing. Int J Bus Manag 9:96–107 Pöschl G, Seitz HK (2004) Alcohol and cancer. Alcohol Alcohol 39:155–165 Rosa SES, Consenza JP, Leão LTS (2006) Panorama do setor de bebidas no Brasil. BNDES Setorial 23:101–149 Tobii (2014) Product descriptions. http://www.tobii.com/en/eye-tracking-research/global/library/product-descriptions. Retrieved Nov 17 2014 Velásquez JD (2013) Combining eye-tracking technologies with web usage mining for identifying website keyobjects. J Eng Appl Artif Intell 26:1469–1478 Visser RO, Wheeler Z, Abraham C, Smith JA (2013) Drinking is our modern way of bonding: young people’s beliefs about interventions to encourage moderate drinking. Psychol Health 28:1460–1480 Weigle C, Banks DC (2008) Analysis of eye-tracking experiments performed on a Tobii T60. University of Tennessee/Oak Ridge National Lab/Joint Institute for Computational Sciences, Oak Ridge