Neurocomunicación del patrimonio construído
Anclas atencionales en la fachada y la capilla del palacio de Gaudí (Astorga) mediante eye-tracking móvil (Estudio piloto)
DOI:
https://doi.org/10.62161/sauc.v12.6332Palabras clave:
Gafas de seguimiento ocular, Atención visual, Comunicación, Marca de destino, NeuromarketingResumen
En un estudio piloto de seguimiento ocular móvil in situ se evaluó la atención visual hacia el Palacio Episcopal de Gaudí (Astorga). Veintiocho participantes observaron libremente la capilla (n = 14) o la fachada principal (n = 14) durante 15 segundos. Se delimitaron las áreas de interés (AOI) (18 en la capilla; 15 en la fachada) en las imágenes de la escena; iMotions exportó la cobertura de las AOI, el TTFF, el tiempo de permanencia, la fijación y las medidas de revisita, con el apoyo de mapas de calor. La capilla mostró un patrón concentrado en el eje central litúrgico: las vidrieras superiores atrajeron las primeras miradas, mientras que el altar mantuvo la atención. La fachada mostró un patrón más exploratorio y con múltiples nodos, centrado en la entrada y los volúmenes principales, con una interacción débil con los elementos de la corona.
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