Informace o publikaci

Recall of Digital Content as Part of Consumer Response Model

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KRAJINA Anida MLADENOVIĆ Dušan

Druh Článek ve sborníku
Konference Book of Proceedings
Fakulta / Pracoviště MU

Ekonomicko-správní fakulta

Citace
www https://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdZagreb2019_Online.pdf
Klíčová slova Consumer response, Online content, Recognition, Recall
Popis It appears relatively easy for most of the people to answer the questions such as “what is today’s date” or “describe experiences when you first started your current job”. However, if someone asks “what is the color of the last advertisement you have seen” or “what was the tittle of the newspaper article you have read this morning”, the answers might differ, not only in content but also in the actual recalling. The fact that humans can store and retrieve much information is incontestably fascinating. However, the brain has limited capacities. The question is what makes the person remember some items and contexts and forget others. This study explores the connection between attention and recall by implementing combined eye tracking and laddering interview method. The attended and recalled elements are part of the simulated website in the form of images and text and presented to the generation cohorts Y and Z. The results show that in the short-term memory, the objects that receive the highest attention are remembered better with both cohorts despite the type of the content. However, in the longer time span, the evidence shows that the form of the content influences the remembered exposure with generation Z especially. The results of this study may alter managerial preferences for the optimal content presented on the websites that should correspond to their strategic goals, such as making content marketing more memorable.
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