Marketing Visual: A Constante Busca por Atenção dos Consumidores
Palavras-chave:
Marketing Visual, Atenção, Comportamento do Consumidor.Resumo
Conquistar a atenção dos consumidores é o intuito de qualquer organização. Mas isso não é fácil de ser feito já que, muitas vezes, os consumidores não estão aptos a processar conscientemente os estímulos visuais aos quais estão expostos. Nessa situação, o marketing visual mostra-se um importante aliado das organizações e de pesquisadores, oportunizando a utilização de sinas visuais e símbolos comerciais e não comerciais de modo estratégico a fim de conceder mensagens e experiências desejáveis para os consumidores. Partindo dessa perspectiva, o presente artigo analisou, através do método bibliométrico, 42 estudos sobre marketing visual publicados nos últimos 20 anos (1995-2015). Como resultados, foram apresentados os principais achados dos mesmos, além de sugeridos rumos para futuras investigações em marketing visual.Referências
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