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text-align:justify; line-height:normal; font-= size:10pt"> <= /td><td colspan=3D"2" style=3D"width:187.65pt; padding:0pt 5.4pt; vertical-= align:top"><img src=3D"da= ta:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0NAAAABHNCSVQ= ICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr+197n3nNzbJN= 6omdTWRmwbikVq4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiGCOxElqjhba0U= RPzsPQmuY9zzj1nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5OVNuNlQVjmZCG= jCVhcPHR3q8XrsaVNUITu/KSlu7LFeSpNNZ+57RTjDTvqFM1IvNiGXWJvD/9x8yXB/efizYU/Hy= 8/0W/aA/Xq43r1P3nOCNIFsW2XLleTd648Z/863v3nkjWCL59dp/fWSsfzOXNkShKacvfgnMRlX= jqqqIrwr5vkihyhxbT+K2ne082AAzADZXyPj+wL8ehQ1NH700v0N35OAroutW0rxDF6rUUvddaJ= fdwM9HwqYFSa0GO1SrpfucUVUXEZCQcqQtZ0VEU1QTPtmAkDygiEBTsTxq6hx65fWTOy7l0exjK= gGrGcjTo2/oKS9EUZ2aPcf/Oo1iTI9UGqFJrzDF5+Sv+Wvg+y+IEVXaGibsbOO5hGBSkbUUQdRT= 9zaQuBhE6Ct2MT7/D9OIIVnw6Ct3csfk52oNtTMwcBbE0YteeC7we4LinSI9Z03dBNUVxTdu1eI= 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colspan=3D"5" st= yle=3D"width:416pt; padding:0pt 5.4pt; vertical-align:top"><spa= n style=3D"font-family:'Times New Roman'">Universidad T=C3=A9cnica Estatal = de Quevedo (UTEQ), Quevedo, Ecuador. <a href=3D"mailto:emendoza@uteq= .edu.ec" style=3D"text-decoration:none">emendoza@uteq.edu.ec<= /a> </= p></td></tr><tr style=3D"height:3.5pt"><td style=3D"width:8.1pt; padding:0p= t 5.4pt; vertical-align:top">2</td><td st= yle=3D"width:193.3pt; padding:0pt 5.4pt; vertical-align:top"><s= pan style=3D"font-family:'Times New Roman'">Marco Fernando Villarroel Puma<= /span></td><td colspan=3D"2" style=3D"width:17.25pt; padding:0pt 5.4pt;= vertical-align:top"><img src=3D"data:image/png;b= ase64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0NAAAABHNCSVQICAgIfAhkiAAAA= AlwSFlzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr+197n3nNzbJN6omdTWRmwbikVq= 4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiGCOxElqjhba0URPzsPQmuY9zzj1= nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5OVNuNlQVjmZCGjCVhcPHR3q8Xrs= 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colspan=3D"5" style=3D"width:416pt; padding:0pt 5.= 4pt; vertical-align:top"><i= mg src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0= NAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr= +197n3nNzbJN6omdTWRmwbikVq4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiG= COxElqjhba0URPzsPQmuY9zzj1nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5O= VNuNlQVjmZCGjCVhcPHR3q8XrsaVNUITu/KSlu7LFeSpNNZ+57RTjDTvqFM1IvNiGXWJvD/9x8y= XB/efizYU/Hy8/0W/aA/Xq43r1P3nOCNIFsW2XLleTd648Z/863v3nkjWCL59dp/fWSsfzOXNkS= hKacvfgnMRlXjqqqIrwr5vkihyhxbT+K2ne082AAzADZXyPj+wL8ehQ1NH700v0N35OAroutW0r= xDF6rUUvddaJfdwM9HwqYFSa0GO1SrpfucUVUXEZCQcqQtZ0VEU1QTPtmAkDygiEBTsTxq6hx65= fWTOy7l0exjKgGrGcjTo2/oKS9EUZ2aPcf/Oo1iTI9UGqFJrzDF5+Sv+Wvg+y+IEVXaGibsbOO5= hGBSkbUUQdRT9zaQuBhE6Ct2MT7/D9OIIVnw6Ct3csfk52oNtTMwcBbE0YteeC7we4LinSI9Z03= dBNUVxTdu1eI7FcBIjHvPVU1Tjv7nn5sNMXv6WSjyFiIg17AAwqpRW9fqayNkiM0tjqDrag67mD= 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style=3D"text-decoration:none">lchimborazoa@uteq.= edu.ec</a> </td></tr><tr style=3D"height:39.15pt"><td style=3D"width:8= .1pt; padding:0pt 5.4pt; vertical-align:top">4</span= ></td><td colspan=3D"5" style=3D"width:416pt; padding:0pt 5.4pt; vertic= al-align:top"><img src=3D"d= ata:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0NAAAABHNCSV= QICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr+197n3nNzbJ= N6omdTWRmwbikVq4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiGCOxElqjhba0= URPzsPQmuY9zzj1nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5OVNuNlQVjmZC= GjCVhcPHR3q8XrsaVNUITu/KSlu7LFeSpNNZ+57RTjDTvqFM1IvNiGXWJvD/9x8yXB/efizYU/H= y8/0W/aA/Xq43r1P3nOCNIFsW2XLleTd648Z/863v3nkjWCL59dp/fWSsfzOXNkShKacvfgnMRl= XjqqqIrwr5vkihyhxbT+K2ne082AAzADZXyPj+wL8ehQ1NH700v0N35OAroutW0rxDF6rUUvdda= JfdwM9HwqYFSa0GO1SrpfucUVUXEZCQcqQtZ0VEU1QTPtmAkDygiEBTsTxq6hx65fWTOy7l0exj= KgGrGcjTo2/oKS9EUZ2aPcf/Oo1iTI9UGqFJrzDF5+Sv+Wvg+y+IEVXaGibsbOO5hGBSkbUUQdR= 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Quevedo (UTEQ), Qu= evedo, Ecuador.<a href=3D"mailto:hescobar@uteq.edu.ec" style=3D"text-decoration:none"><s= pan class=3D"Hyperlink" style=3D"font-family:'Times New Roman'; font-size:1= 0pt">hescobar@uteq.edu.ec</a> </td></tr><tr style=3D"height:0pt"><td s= tyle=3D"width:18.9pt"></td><td style=3D"width:204.1pt"></td><td style=3D"wi= dth:23.8pt"></td><td style=3D"width:4.25pt"></td><td style=3D"width:194.2pt= "></td><td style=3D"width:0.45pt"></td></tr></table> &= #xa0; <table style=3D"wid= th:436.35pt; margin-bottom:0pt; padding:0pt; border-collapse:collapse"><tr>= <td colspan=3D"6" style=3D"width:161.75pt; padding:0pt 5.4pt; vertical-alig= n:top"> </td><td colspan=3D"3" style=3D"width:253pt; border-top:0= .75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt;= vertical-align:top">Art=C3=ADculo de Investigaci=C3=B3n Cient=C3=ADfica y T= ecnol=C3=B3gicaEnviado: Revisado: Aceptado: Publicado:DOI: </td></tr><tr style= =3D"height:3.5pt"><td colspan=3D"6" 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style=3D"margin-bottom:0pt; text-align:justify; line-height:normal; paddi= ng-top:1pt; font-size:8pt"> CIENCIA DIGITAL, es una revista multidisciplinaria, trimest= ral, que se publicar=C3=A1 en soporte electr=C3=B3nico tiene como misi=C3= =B3n contribuir a la formaci=C3=B3n de profesionales competentes con visi=C3=B3n hum= an=C3=ADstica y cr=C3=ADtica que sean capaces de exponer sus resultados inv= estigativos y cient=C3=ADficos en la misma medida que se promueva mediante = su intervenci=C3=B3n cambios positivos en la sociedad. <a href=3D"http= s://cienciadigital.org" style=3D"text-decoration:none">https://cienciadigital.org</a> <= /span>La revis= ta es editada por la Editorial Ciencia Digital (Editorial de prestigio regi= strada en la C=C3=A1mara Ecuatoriana de Libro con No de Afiliaci=C3=B3n 663= ) <a href=3D"http://www.celibro.org.ec" style=3D"text-decoration:non= e">www.celibro.org.ec</a> </s= pan></div></td><td style=3D"padding:0pt; vertical-align:top"></td><td s= 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+ffqKZ3ft2kVubi6iurpaTp48+VeN6/8FtfV3/40kpWTx4sX069fv/1uV/076XwVr1LpioFiFAA= AAAElFTkSuQmCC" width=3D"77" height=3D"28" alt=3D"" style=3D"margin-top:0.1= 5pt; margin-left:0pt; position:absolute" /> </td><td style=3D"w= idth:4.35pt; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertica= l-align:top"> </td><td colspan=3D"5" style=3D"width:343.3pt= ; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top= "><s= pan style=3D"font-family:'Times New Roman'; font-size:8pt; font-style:itali= c">Esta revista est=C3=A1 protegida bajo una licencia Creative Commons Atri= buci=C3=B3n-NoComercial-CompartirIgual 4.0 International. Copia de la licen= cia: <a href=3D"https://creativecommons.org/licenses/by-nc-sa/4.0/de= ed.es" style=3D"text-decoration:none">https://creativecommons.org/licenses/by-nc-sa/4.0/deed.es<= /a></td><td style=3D"border-bottom:0.75pt solid #000000; padding:0pt; v= ertical-align:top"></td><td style=3D"padding:0pt; vertical-align:top"></td>= </tr><tr><td colspan=3D"3" style=3D"width:88.45pt; padding:0pt 5.4pt; verti= cal-align:top">Palabr= as claves: Eye tracking, = publicidad emocional, percepci=C3=B3n de marca, neuromarketing, percepci=C3= =B3n visual.</td><td colspan=3D"2" style=3D"width:6.15pt; paddin= g:0pt 5.4pt; vertical-align:top"> </td><td colspan=3D"3" sty= le=3D"width:305.6pt; border-top:0.75pt solid #000000; border-bottom:0.75pt = solid #000000; padding:0pt 5.4pt; vertical-align:top">Resumen Intr= oducci=C3=B3n: el pres= ente estudio se centra en explorar el impacto del eye tracking en la publicidad emocional y su influencia en la percepci=C3=B3n de mar= ca en los contextos culturales de Espa=C3=B1a y Ecuador. Objetivos:<span= style=3D"font-family:'Times New Roman'"> analizar el impacto del <s= pan style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking= en la publicidad emoc= ional y su influencia en la percepci=C3=B3n de marca, comparando los contex= tos culturales de Espa=C3=B1a y Ecuador. Metodolog=C3=ADa: utilizando una metodolog=C3=ADa cualitativ= a, a trav=C3=A9s de la revisi=C3=B3n de estudios que emplearon el<sp= an style=3D"font-family:'Times New Roman'"> eye tracking como herramienta de neuromarketing, se analizaron las r= espuestas emocionales y visuales de los consumidores frente a diferentes es= t=C3=ADmulos publicitarios. Resultados: los resultados muestran que los elementos visuales emocionalm= ente resonantes captan mayor atenci=C3=B3n y favorecen la recordaci=C3=B3n = de la marca. Sin embargo, se evidencian diferencias culturales y contextual= es en la percepci=C3=B3n y respuesta emocional, lo que demuestra la importa= ncia de adaptar las campa=C3=B1as a los contextos en los que se implementen= . Co= nclusiones: la investi= gaci=C3=B3n concluye que, si bien el eye tracking es una he= rramienta eficaz para entender la atenci=C3=B3n visual y emocional en publi= cidad, su interpretaci=C3=B3n requiere de una evaluaci=C3=B3n contextualiza= da que considere las diversidades culturales y emocionales de los p=C3=BAbl= icos de cada pa=C3=ADs o regi=C3=B3n objeto de estudio. Por ello, se recomi= enda seguir desarrollando metodolog=C3=ADas integradas que combinen an=C3= =A1lisis cuantitativos y cualitativos para optimizar las estrategias public= itarias emocionales en los distintos mercados. =C3=81rea de estudio general:</s= pan> comunicaci=C3=B3n. </spa= n>=C3=81rea= de estudio espec=C3=ADfica: neuromarketing y publicidad. emocional. Tipo de art=C3=ADculo:<sp= an style=3D"font-family:'Times New Roman'"> revisi=C3=B3n bibliogr=C3=A1fic= a narrativa.</td><td style=3D"padding:0pt; vertical-align:top"><= /td></tr><tr><td colspan=3D"3" style=3D"width:88.45pt; padding:0pt 5.4pt; v= ertical-align:top">Keywords: Eye= tracking, emotional a= dvertising, brand perception= ,Neuromarketing, visual perc= eption.</td><td style=3D"width:3.85pt; padding:0pt 5.4pt; vertic= al-align:top"> </td><td colspan=3D"4" style=3D"width:307.9pt= ; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padd= ing:0pt 5.4pt; vertical-align:top">AbstractIntroduc= ci=C3=B3n: el presente= estudio se centra en explorar el impacto del eye tracking = en la publicidad emocional y su influencia en la percepci=C3=B3n de marca e= n los contextos culturales de Espa=C3=B1a y Ecuador. Objetivos: analizar el impacto del eye tracking</sp= an> en la publicidad emociona= l y su influencia en la percepci=C3=B3n de marca, comparando los contextos = culturales de Espa=C3=B1a y Ecuador. Metodolog=C3=ADa: utilizando una metodolog=C3=ADa cualitativa, a= trav=C3=A9s de la revisi=C3=B3n de estudios que emplearon el eye tracking como herramienta de neuromarketing, se analizaron las respu= estas emocionales y visuales de los consumidores frente a diferentes est=C3= =ADmulos publicitarios. Resultados: los resultados muestran que los elementos visuales emocionalmente= resonantes captan mayor atenci=C3=B3n y favorecen la recordaci=C3=B3n de l= a marca. Sin embargo, se evidencian diferencias culturales y contextuales e= n la percepci=C3=B3n y respuesta emocional, lo que demuestra la importancia= de adaptar las campa=C3=B1as a los contextos en los que se implementen. </= span>Conclu= siones: la investigaci= =C3=B3n concluye que si bien el eye tracking es una herrami= enta eficaz para entender la atenci=C3=B3n visual y emocional en publicidad= , su interpretaci=C3=B3n requiere de una evaluaci=C3=B3n contextualizada qu= e considere las diversidades culturales y emocionales de los p=C3=BAblicos = de cada pa=C3=ADs o regi=C3=B3n objeto de estudio. Por ello, se recomienda = seguir desarrollando metodolog=C3=ADas integradas que combinen an=C3=A1lisi= s cuantitativos y cualitativos para optimizar las estrategias publicitarias= emocionales en los distintos mercados. =C3=81rea de estudio general:<sp= an style=3D"font-family:'Times New Roman'"> comunicaci=C3=B3n. <span= style=3D"font-family:'Times New Roman'; font-weight:bold">=C3=81rea de est= udio espec=C3=ADfica: = neuromarketing y publicidad. emocional. Tipo de art=C3=ADculo: revisi=C3=B3n bibliogr=C3=A1fica narra= tiva.</td><td style=3D"padding:0pt; vertical-align:top"></td></t= r><tr style=3D"height:0pt"><td style=3D"width:61.3pt"></td><td style=3D"wid= th:15.15pt"></td><td style=3D"width:22.8pt"></td><td style=3D"width:14.65pt= "></td><td style=3D"width:2.3pt"></td><td style=3D"width:56.35pt"></td><td = style=3D"width:258pt"></td><td style=3D"width:2.05pt"></td><td style=3D"wid= th:3.75pt"></td></tr></table> 1. = Int= roducci=C3=B3nEn la era digital actual con el incremento de la saturaci=C3=B3n de = informaci=C3=B3n y la competencia entre marcas, tambi=C3=A9n aumenta la nec= esidad de comprender c=C3=B3mo los consumidores perciben los anuncios de pr= oductos y servicios. En este contexto, la tecnolog=C3=ADa de eye tracking emerge como una herramienta innovadora que permite rastrear = la atenci=C3=B3n visual de los espectadores al interactuar con est=C3=ADmul= os publicitarios. Sin embargo, la interrogante persiste: =C2=BFes realmente= el eye tracking</sp= an> una herramienta efectiva para descifrar = la percepci=C3=B3n de marca en diferentes contextos culturales, como en Esp= a=C3=B1a y Ecuador?En tal sentido se comprob=C3=B3 la relevancia de la publicidad = emocional en el marketing actual, en tanto, apelar a las emociones puede au= mentar la efectividad de los mensajes publicitarios y, en consecuencia, mej= orar la memoria y la fidelidad hacia las marcas (Borda et al., 2014). Sin embargo, muchos negocios= y empresas a=C3=BAn enfrentan el desaf=C3=ADo de entender qu=C3=A9 element= os emocionales activan a sus audiencias. Por ello el eye tracking, al constituir una herramienta integral, puede ofre= cer insights<= span style=3D"font-family:'Times New Roman'"> valiosos al revelar c=C3=B3mo los espectadores= se sienten atendidos o atra=C3=ADdos por distintos elementos visuales de s= us anuncios </spa= n>(Angarita & Torres, 202= 4).Inve= stigaciones previas sugieren que el eye tracking no solo mi= de la cantidad de atenci=C3=B3n que un anuncio recibe, sino que tambi=C3=A9= n permite analizar la duraci=C3=B3n de la atenci=C3=B3n en elementos espec= =C3=ADficos (Matthews et al., 2020). A trav=C3=A9s del estudio de la fijaci=C3=B3n visual y los movi= mientos oculares, se pueden identificar patrones que reflejan la conexi=C3= =B3n emocional de los consumidores con las marcas (Garc=C3=ADa, 2021). Sin embargo, la implementaci=C3=B3n de esta= tecnolog=C3=ADa en diferentes contextos culturales presenta desaf=C3=ADos,= dado que la percepci=C3=B3n de marca puede variar entre pa=C3=ADses y audi= encias (Barrientos et al.= , 2023).Los desaf=C3=ADos asociados con la aplicaci=C3=B3n del eye tracking en el marketing son numerosos. Por un lado, las diferencias cul= turales en la respuesta emocional pueden influir en c=C3=B3mo se perciben l= os anuncios y, por otro, la interpretaci=C3=B3n de los datos de<span= style=3D"font-family:'Times New Roman'"> eye tracking debe contextualizarse para ser verdaderamente =C3=BAtil.= Esto plantea una problem=C3=A1tica significativa, ya que identificar eleme= ntos universales en la publicidad puede ser complicado y la falta de una co= mprensi=C3=B3n profunda de estas diferencias culturales puede llevar a conc= lusiones err=C3=B3neas sobre la eficacia de una campa=C3=B1a.A medida que se busca= una comprensi=C3=B3n m=C3=A1s rica y matizada de c=C3=B3mo los consumidore= s en Espa=C3=B1a y Ecuador responden emocionalmente a los anuncios, este ar= t=C3=ADculo tiene como objetivo explorar el impacto del eye tracking en la publicidad emocional. Se pretende analizar c=C3=B3mo esta= tecnolog=C3=ADa revela la verdadera percepci=C3=B3n de las audiencias fren= te a productos y servicios, y si, efectivamente, puede considerarse una her= ramienta =C3=BAtil para las marcas en su b=C3=BAsqueda por conectar emocion= almente con sus consumidores. A trav=C3=A9s de un an=C3=A1lisis detallado d= e estos aspectos, se aspira a contribuir al desarrollo de estrategias publi= citarias m=C3=A1s efectivas en ambos pa=C3=ADses.1.2. Marco Te=C3=B3ricoEste apartado re=C3=BAne= los fundamentos conceptuales y los antecedentes cient=C3=ADficos relaciona= dos con el uso del eye tracking en el neuromarketing y la publicidad emocional. Se presentan las bas= es del seguimiento ocular, su evoluci=C3=B3n tecnol=C3=B3gica y su v=C3=ADn= culo con los procesos de percepci=C3=B3n y emoci=C3=B3n, adem=C3=A1s de una= revisi=C3=B3n de estudios realizados en Espa=C3=B1a y Ecuador, que permite= n comprender c=C3=B3mo los est=C3=ADmulos visuales influyen en la atenci=C3= =B3n y la percepci=C3=B3n de marca en distintos contextos culturales.</span= >1.= 2.1. Neuromarketing y<span= style=3D"font-family:'Times New Roman'; font-style:italic"> <s= pan style=3D"font-family:'Times New Roman'; font-style:italic">seguimiento = ocularD= e acuerdo con Angarita & Torres (20= 24) la t=C3=A9cnica del eye tracking = o seguimiento ocular t= iene sus ra=C3=ADces en los m=C3=A9todos primitivos de investigaci=C3=B3n e= mpleados en la psicolog=C3=ADa humana y la publicidad durante el siglo XIX.= No obstante fue en las =C3=BAltimas d=C3=A9cadas, particularmente desde lo= s a=C3=B1os noventa del siglo pasado, cuando se observ=C3=B3 un avance sign= ificativo tanto en el desarrollo tecnol=C3=B3gico como en sus aplicaciones = cient=C3=ADficas. En este contexto las neurociencias desempe=C3=B1aron un p= apel central en el an=C3=A1lisis del comportamiento humano frente a diversa= s interfaces, permitiendo una aproximaci=C3=B3n emp=C3=ADrica al estudio de= la cognici=C3=B3n y la emoci=C3=B3n. Para ello, se introdujo la lectura de= escaneo o rastreo visual:<a id=3D"_Int_LwBauAkj"><sp= an style=3D"font-family:'Times New Roman'">Rastreo visual: realizamos movim= ientos oculares a lo largo de todo nuestro campo visual, o de la parte que = nos interesa. En cada uno de los barridos oculares que realizamos, tratamos= de cotejar aquello que vemos con lo que estamos buscando.</a> Detendremos el barrido en cuanto r= econozcamos la informaci=C3=B3n que estamos buscando (Cabrera, 2003).</span= >Uno de los pr= imeros antecedentes documentados del uso del eye tracking e= n el =C3=A1mbito de la usabilidad fue propuesto por Fitts et al. (1950) quienes introdujeron conceptos que posteriorm= ente se integrar=C3=ADan en lo que hoy se conoce como ingenier=C3=ADa de la= usabilidad. M=C3=A1s adelante, otros trabajos sentaron las bases para la c= orrelaci=C3=B3n entre par=C3=A1metros oculom=C3=A9tricos como las fijacione= s y procesos cognitivos espec=C3=ADficos, constituy=C3=A9ndose como un hito= en la relaci=C3=B3n entre atenci=C3=B3n visual y procesamiento mental (Bro= m e= t al., 2016).</= p>Asimismo, invest= igaciones m=C3=A1s actuales como las de Calvo & Nummenmaa (2007) evidenciaron que el procesamiento emocional m= ediante rastreadores oculares constituye una ventaja evolutiva al facilitar= una respuesta r=C3=A1pida y adaptativa a est=C3=ADmulos ambientales releva= ntes. En este sentido el eye tracking = ;demostr=C3=B3 ser una= herramienta transversal, utilizada actualmente en diversos =C3=A1mbitos co= mo la psicolog=C3=ADa cognitiva, la inteligencia artificial, la educaci=C3= =B3n y, especialmente, el neuromarketing (De Oliveira et al., 2015), donde = se analiza la atenci=C3=B3n visual como predictor de comportamiento de cons= umo. El eye tracking fue = empleado no solo en contextos de publicidad emocional, sino tambi=C3=A9n en= la evaluaci=C3=B3n de dise=C3=B1o, ya que permite identificar patrones de = atenci=C3=B3n visual y optimizar la disposici=C3=B3n de los elementos gr=C3= =A1ficos (Guerrero, 2023).Hoy en d=C3=ADa se desarrollan innovaciones en la tecnol= og=C3=ADa del </s= pan>eye tr= acking <sp= an style=3D"font-family:'Times New Roman'">con el prop=C3=B3sito de captura= r movimientos oculares con una resoluci=C3=B3n temporal muy superior a la d= e los m=C3=A9todos tradicionales (Angar= ita & Torres, 2024). Esta capacidad de seguimiento en tiempo real y con= alta precisi=C3=B3n es crucial para explorar la publicidad emocional, ya q= ue los patrones de fijaci=C3=B3n de los consumidores pueden revelar reaccio= nes subconscientes a est=C3=ADmulos publicitarios. Al proporcionar acceso a= datos m=C3=A1s ricos y detallados sobre c=C3=B3mo las personas interact=C3= =BAan visualmente con la publicidad, el estudio brinda herramientas para un= an=C3=A1lisis m=C3=A1s profundo de la atenci=C3=B3n y las emociones en res= puesta a diferentes elementos publicitarios. Esto permite a los investigado= res y profesionales del marketing desarrollar estrategias m=C3=A1s efectiva= s que se alineen con las reacciones emocionales del p=C3=BAblico, maximizan= do as=C3=AD el impacto de sus campa=C3=B1as publicitarias (Zhao et al., 2023).1.2.2. </spa= n>Percepci= =C3=B3n, emociones y el eye trackingChinga & Alc=C3=ADvar (2025)&= #xa0;definen las emoci= ones como respuestas complejas que influyen en la percepci=C3=B3n y comport= amiento humano, desempe=C3=B1ando un papel crucial en la interacci=C3=B3n c= on el entorno. Estas respuestas est=C3=A1n relacionadas con procesos cognit= ivos que afectan c=C3=B3mo se experimentan y se gestionan los est=C3=ADmulo= s visuales, impactando as=C3=AD en la toma de decisiones y en la forma en q= ue los individuos se relacionan con su entorno. Los autores destacan que el= uso del eye tracking per= mite capturar de manera precisa los patrones de atenci=C3=B3n visual y la r= espuesta emocional ante est=C3=ADmulos.A trav=C3=A9s de la medici=C3=B3n de variab= les como la duraci=C3=B3n de las fijaciones y el di=C3=A1metro pupilar, se = puede observar c=C3=B3mo las emociones positivas y negativas influyen de ma= nera diferenciada en la atenci=C3=B3n visual. Por ejemplo, en sus experimen= taciones Chinga & Alc=C3=ADvar (202= 5) observaron que las im=C3=A1genes con= contenido negativo generaron una mayor duraci=C3=B3n promedio de fijaci=C3= =B3n, lo que sugiere que estos est=C3=ADmulos, aunque emocionalmente intens= os, inducen un procesamiento evaluativo m=C3=A1s profundo que las im=C3=A1g= enes positivas, las cuales, si bien resultan atractivas, no requieren el mi= smo grado de procesamiento cognitivo.De ah=C3=AD que se derive una implicaci=C3=B3= n metodol=C3=B3gica crucial: la aplicaci=C3=B3n del eye tracking debe ser ajustable a los contextos en los que se implementa para maxi= mizar su eficacia interpretativa (Retamosa et al., 2021). Las emociones no solo son estados transito= rios, sino que se configuran a partir de m=C3=BAltiples variables contextua= les como el entorno cultural, la familiaridad con el est=C3=ADmulo, la expe= riencia previa del usuario y la intencionalidad de la tarea. Por tanto, el = an=C3=A1lisis de los patrones oculomotores no puede ser interpretado de man= era aislada, sino que debe integrarse dentro de marcos te=C3=B3ricos y situ= acionales espec=C3=ADficos que consideren la variabilidad emocional como un= a constante inherente al comportamiento humano (Garc=C3=ADa, 2021; Chinga & Alc=C3=ADvar, 2025).En este sentido autor= es como Bradley et al.= (2008)<sp= an style=3D"font-family:'Times New Roman'"> se=C3=B1alaron que los est=C3=ADmulos afectivos = tienen la capacidad de modular tanto la atenci=C3=B3n sostenida como la res= puesta auton=C3=B3mica, lo que refuerza la necesidad de adaptar los protoco= los de <sp= an style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking<= /span> a las particularidades de cada grupo de= estudio. As=C3=AD, un dise=C3=B1o experimental aplicado en contextos educa= tivos, cl=C3=ADnicos o publicitarios deber=C3=A1 atender no solo a la valen= cia emocional del est=C3=ADmulo, sino tambi=C3=A9n al objetivo cognitivo y = afectivo del entorno donde se aplica (D= uque & V=C3=A1zquez, 2013).La sensibilidad del eye tracking an= te la variabilidad emocional constituye tanto una fortaleza como un desaf= =C3=ADo metodol=C3=B3gico. Si bien permite detectar matices relevantes en l= a atenci=C3=B3n visual, su eficacia depende en gran medida de la capacidad = del investigador para contextualizar adecuadamente los resultados. Esto imp= lica, por ejemplo, establecer umbrales de interpretaci=C3=B3n diferenciados= para poblaciones con diversas caracter=C3=ADsticas demogr=C3=A1ficas o cul= turales, o bien adaptar los est=C3=ADmulos visuales a referentes significat= ivos para los usuarios estudiados (Brom et al., 2016; Angarita & Torres, 2024).Seg=C3=BAn Vrtana & = Kri=C5=BEanova (2023) las apelaciones emocionales en la publicidad influyen= directamente en la atenci=C3=B3n y en el comportamiento de compra, lo que = permite dise=C3=B1ar campa=C3=B1as que generen una conexi=C3=B3n m=C3=A1s p= rofunda entre la marca y el consumidor. Complementariamente estudios como e= l de Balaskas & Rigou (2024) se=C3=B1alan que el uso de eye tracking</span= > en publicidad emocional per= miten identificar qu=C3=A9 componentes visuales, im=C3=A1genes o textos, ge= neran mayor atenci=C3=B3n y respuesta emocional, diferenciando entre apelac= iones positivas y negativas; muestran tambi=C3=A9n que el uso de t=C3=A9cni= cas de eye tracking permi= ten identificar con precisi=C3=B3n los elementos visuales que despiertan di= chas emociones, optimizando as=C3=AD el impacto de los anuncios. Esta infor= maci=C3=B3n facilita a los anunciantes ajustar el dise=C3=B1o de sus mensaj= es para maximizar el impacto en el target.Sin embargo la implementaci=C3=B3n del eye tracking en publicidad tambi=C3=A9n enfrenta diversos desaf=C3=ADos. Un reto sign= ificativo es la interpretaci=C3=B3n de datos, ya que no se trata solo de id= entificar qu=C3=A9 elementos son vistos, sino de comprender el contexto emo= cional detr=C3=A1s de esas fijaciones visuales (Chinga & Alc=C3=ADvar, = 2025; Barrientos et al., = 2023; Bradley et al., 200= 8). Adem=C3=A1s, las diferencias individuales en la percepci=C3=B3n emocion= al hacen que la estrategia de publicidad no pueda ser un enfoque de =E2=80= =9Ctalla =C3=BAnica=E2=80=9D. Es esencial que los dise=C3=B1adores y especi= alistas en marketing logren traducir los resultados del eye tracking en estrategias efectivas que tengan en cuenta la diversidad emo= cional de su audiencia, garantizando as=C3=AD un mensaje que resuene de man= era m=C3=A1s universal y eficaz.2. &#x= a0; Metodolog=C3=ADaEl presente trabajo parte de la perspectiva de una investiga= ci=C3=B3n cualitativa, de tipo y alcance exploratorio, en tanto busca compr= ender el impacto del&#= xa0;eye tracking </s= pan>en la publicidad emociona= l y su influencia en la percepci=C3=B3n de marca entre los p=C3=BAblicos de= Espa=C3=B1a y Ecuador. La elecci=C3=B3n de esta metodolog=C3=ADa responde = a la necesidad de analizar aspectos subjetivos, culturales y sociales que s= ubyacen de las respuestas emocionales a la publicidad y c=C3=B3mo estas var= =C3=ADan en diferentes contextos culturales. Lo anterior va a lineado con l= a propuesta metodol=C3=B3gica de Mercado et al.= (2019) quienes s= e=C3=B1alan la importancia de m=C3=A9todos cualitativos para entender la pe= rcepciones sociales y culturales en el mercado.El nivel de investigaci=C3=B3n es e= xploratorio, puesto que pretende identificar las principales tendencias, pe= rcepciones y diferencias en las respuestas a la publicidad emocional median= te el uso de </sp= an>eye tra= cking <spa= n style=3D"font-family:'Times New Roman'">en los dos pa=C3=ADses, sin busca= r generalizaci=C3=B3n estad=C3=ADstica (Mercado et al., 2019). Para ello se emple=C3=B3 un m=C3=A9to= do bibliogr=C3=A1fico y documental, seleccionando art=C3=ADculos, estudios = y publicaciones acad=C3=A9micas relevantes de los =C3=BAltimos cinco a=C3= =B1os, considerando la actualidad y pertinencia de esta =C3=A1rea de conoci= miento y, adem=C3=A1s, el incremento del inter=C3=A9s en el tema que se ref= lej=C3=B3 en ambos contextos.La selecci=C3=B3n de art=C3=ADculos publicados en bas= es de datos acad=C3=A9micas reconocidas, permite obtener una visi=C3=B3n va= riada y actualizada del impacto del eye tracking en publici= dad emocional. Los autores consideraron oportuno la comparaci=C3=B3n entre = contextos culturales distintos, como son los casos de Espa=C3=B1a y Ecuador= , debido a las diferencias en estilos de consumo, percepci=C3=B3n cultural = y respuesta emocional frente a la publicidad, aspectos que, de acuerdo con = Mercado et al.<spa= n style=3D"font-family:'Times New Roman'"> (2019) enriquecen la comprensi=C3=B3n del comport= amiento del consumidor en diferentes entornos sociales.3.</spa= n> ResultadosA partir de la revisi=C3=B3n sistem=C3= =A1tica de la literatura realizada por Bautista et al. (202= 3) se destaca c=C3=B3mo el eye tracking&#x= a0;se coloc=C3=B3 como= una herramienta efectiva dentro de la publicidad emocional para la obtenci= =C3=B3n de datos precisos sobre la atenci=C3=B3n visual de los consumidores= , incluyendo patrones de fijaci=C3=B3n y duraci=C3=B3n de la mirada. Una de= las novedades de este estudio frente a otros en el tema del eye tracking, es su enfoque en las =C3=A1reas cualitativas de la t=C3=A9c= nica, al considerar no solo los resultados cuantitativos de la atenci=C3=B3= n visual, sino tambi=C3=A9n los procesos cognitivos y emocionales asociados= a las decisiones de compra. Esta perspectiva ampl=C3=ADa el alcance del us= o de la herramienta, sugiriendo que no solamente se puede medir cu=C3=A1nta= atenci=C3=B3n recibe un anuncio, sino tambi=C3=A9n c=C3=B3mo los elementos= emocionales en la publicidad afectan la conexi=C3=B3n del consumidor con l= a marca. As=C3=AD, el art=C3=ADculo propone un marco te=C3=B3rico m=C3=A1s = completo que puede guiar futuras investigaciones en el campo de la publicid= ad emocional, ofreciendo orientaciones metodol=C3=B3gicas que podr=C3=ADan = enriquecer el dise=C3=B1o de campa=C3=B1as m=C3=A1s efectivas.<p= style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-si= ze:12pt">3= .1. An=C3=A1lisis comparado Espa=C3=B1a -= EcuadorSe analizaron los principales hallazgos derivados de la aplicaci=C3=B3n de= la herramienta del&#x= a0;= eye tracking </sp= an>para determinar la efectiv= idad de la publicidad emocional y su influencia en la percepci=C3=B3n de ma= rca, tomando como objeto de estudio a pa=C3=ADses cuyo contexto social, eco= n=C3=B3mico y cultural se diferencian: Espa=C3=B1a y Ecuador.3.= 1.1. Espa=C3=B1a<spa= n style=3D"font-family:'Times New Roman'">En Espa=C3=B1a el reciente estudi= o de G=C3=B3mez et al.= (2024)<sp= an style=3D"font-family:'Times New Roman'"> se centr=C3=B3 en la atenci=C3=B3n visual de los= consumidores hacia anuncios de enoturismo en Facebook. Al emplear herramie= ntas de <s= pan style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking= , los investigadores p= udieron cuantificar de manera precisa c=C3=B3mo los usuarios dirigen su mir= ada hacia diferentes est=C3=ADmulos visuales e identificar qu=C3=A9 element= os generan una mejor respuesta emocional. Esto permiti=C3=B3 identificar lo= s mecanismos subyacentes que influyen en la atenci=C3=B3n y el recuerdo de = marca, as=C3=AD como el nivel de implicaci=C3=B3n emocional que los p=C3=BA= blicos experimentan al interactuar con la publicidad.= Los hallazgos indicaron que l= as im=C3=A1genes de personas evocan una mayor atenci=C3=B3n y un mejor recu= erdo en comparaci=C3=B3n con los anuncios que conten=C3=ADan paisajes y bod= egas. Esta informaci=C3=B3n sugiere que el dise=C3=B1o de los anuncios que = considera a las emociones se vuelve esencial para influir en la percepci=C3= =B3n de la marca, ya que la atenci=C3=B3n sostenida hacia anuncios emociona= lmente resonantes se traduce en una mayor lealtad y reconocimiento de la ma= rca. Al demostrar c=C3=B3mo la atenci=C3=B3n visual se relaciona con el rec= uerdo y las emociones inducidas, este estudio resalta la importancia del</s= pan> eye tracking<s= pan style=3D"font-family:'Times New Roman'"> como herramienta para desarrollar estrategias p= ublicitarias m=C3=A1s efectivas que impacten positivamente en la percepci= =C3=B3n de marca de los p=C3=BAblicos.Por su parte G=C3=B3mez-Carmona <span= style=3D"font-family:'Times New Roman'; font-style:italic">et al<sp= an style=3D"font-family:'Times New Roman'">. (2022) </sp= an>emplearon la metodolog=C3= =ADa de <s= pan style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking= para analizar c=C3=B3mo los consumidor= es responden a diferentes tipos de mensajes publicitarios, especialmente en= el =C3=A1rea de la publicidad emocional. Al registrar los movimientos ocul= ares de los participantes, se obtuvo informaci=C3=B3n detallada sobre qu=C3= =A9 elementos del anuncio captan la atenci=C3=B3n y c=C3=B3mo var=C3=ADa es= to seg=C3=BAn la apelaci=C3=B3n emocional del mensaje (agradable, neutral o= desagradable). Esto favoreci=C3=B3 para que los investigadores y profesion= ales del marketing pudieran identificar qu=C3=A9 caracter=C3=ADsticas del a= nuncio generan una respuesta emocional y que, en =C3=BAltima instancia, pue= den influir en la percepci=C3=B3n de la marca. La capacidad del<span= style=3D"font-family:'Times New Roman'"> eye tracking para medir la atenci=C3=B3n visual y el procesamiento de= informaci=C3=B3n en tiempo real garantiza una comprensi=C3=B3n m=C3=A1s pr= ofunda del impacto emocional de los anuncios en la audiencia.Los hallazgos del est= udio destacan que los est=C3=ADmulos textuales de apelaci=C3=B3n negativa g= eneran una mayor atenci=C3=B3n, especialmente entre consumidores con alta p= reocupaci=C3=B3n por el medio ambiente. Esto sugiere que la carga emocional= de un mensaje puede ser un factor determinante en su efectividad, lo que t= iene implicaciones directas para las estrategias de publicidad emocional. E= n conclusi=C3=B3n, al entender c=C3=B3mo los diferentes segmentos de la aud= iencia responden a los est=C3=ADmulos emocionales, las marcas pueden dise= =C3=B1ar campa=C3=B1as m=C3=A1s efectivas que no solo capten la atenci=C3= =B3n, sino que tambi=C3=A9n mejoren la conexi=C3=B3n emocional con el p=C3= =BAblico, influenciando as=C3=AD su percepci=C3=B3n de la marca de manera p= ositiva.Rajas <sp= an style=3D"font-family:'Times New Roman'; font-style:italic">et al.= (2022) en su estudio introduce una novedad en= materia cient=C3=ADfica, en tanto, complementa herramientas tecnol=C3=B3gi= cas avanzadas como el&= #xa0;eye tracking </= span>con el empleo de otra me= todolog=C3=ADa, la codificaci=C3=B3n facial, para analizar las respuestas e= motivas y cognitivas de los espectadores sobre los anuncios de Heineken uti= liza. Al medir en tiempo real la atenci=C3=B3n visual y las micro expresion= es, los investigadores pueden obtener datos objetivos sobre c=C3=B3mo ciert= os elementos visuales y narrativos impactan la percepci=C3=B3n emocional de= l espectador. Estos m=C3=A9todos permitieron identificar no solo qu=C3=A9 p= artes del anuncio capturan m=C3=A1s atenci=C3=B3n, sino tambi=C3=A9n c=C3= =B3mo estas representaciones evocan emociones que pueden influir en la memo= ria y la intenci=C3=B3n de compra, lo que es esencial para la publicidad em= ocional.Los hallazgos del estudio indicaron que las emociones predominantes en los= anuncios analizados son la alegr=C3=ADa y la sorpresa, lo que sugiere que = las campa=C3=B1as publicitarias que logran conectar emocionalmente con el c= onsumidor son m=C3=A1s efectivas en la promoci=C3=B3n de la marca. La inves= tigaci=C3=B3n revela que los elementos visuales asociados a la pandemia, co= mo el uso de mascarillas y saludos a distancia, son reconocidos y resuenan = emocionalmente con el p=C3=BAblico. Este enfoque sugiere que el uso de</spa= n> eye tracking<span= style=3D"font-family:'Times New Roman'"> en la publicidad emocional no solo mejora la compr= ensi=C3=B3n de las respuestas del consumidor, sino que tambi=C3=A9n puede g= uiar a las marcas en la creaci=C3=B3n de contenido que fortalezca su conexi= =C3=B3n emocional con el p=C3=BAblico, impactando as=C3=AD de manera signif= icativa en la percepci=C3=B3n de marca.Retamosa et al. (2021)</spa= n> realizaron un estudio sobre el etiquetado d= e botellas de vino, que incorpora la tecnolog=C3=ADa de eye tracking para entender el impacto de los elementos visuales en la public= idad emocional. Al utilizar esta herramienta del neuromarketing, los invest= igadores pudieron identificar las =C3=A1reas de atenci=C3=B3n en las etique= tas que atraen m=C3=A1s a los consumidores, proporcionando datos objetivos = sobre c=C3=B3mo los dise=C3=B1os afectan la percepci=C3=B3n del consumidor.= Los hallazgos del estudio resaltan que las zonas superiores y centrales de= las etiquetas capturan significativamente la atenci=C3=B3n, correlacion=C3= =A1ndose con un mayor inter=C3=A9s por parte de los consumidores.</p= >Estos datos fuero= n fundamentales para entender el papel del dise=C3=B1o y del dise=C3=B1ador= dentro de la publicidad emocional, que se basa en la creaci=C3=B3n de cone= xiones significativas entre el consumidor y la marca; y habla de la importa= ncia que tiene cada una de las fases de las estrategias de marketing para c= onseguir la atenci=C3=B3n e intenci=C3=B3n de marca de determinado consumid= or. Al comprender qu=C3=A9 elementos visuales logran despertar una respuest= a emocional positiva, las marcas pueden dise=C3=B1ar su publicidad de maner= a m=C3=A1s efectiva, fomentando un v=C3=ADnculo emocional que influya en la= percepci=C3=B3n de marca y en la decisi=C3=B3n de compra. Este enfoque pro= porciona un camino claro hacia la mejora de campa=C3=B1as publicitarias que= se alineen mejor con las inclinaciones y reacciones emocionales de los con= sumidores.Ni=C3=B1o </sp= an>et al.<= /span> (2019) tambi=C3=A9n combinaron el uso del eye tracking con otros m=C3=A9todos y tecnolog=C3=ADas como la Respuest= a Galv=C3=A1nica de la Piel (GSR) y el an=C3=A1lisis de expresi=C3=B3n facial, para evaluar c=C3= =B3mo los individuos responden a la publicidad dentro de los videojuegos. A= l clasificar a los participantes seg=C3=BAn sus patrones de personalidad y = observar sus respuestas a est=C3=ADmulos publicitarios, se obtiene informac= i=C3=B3n valiosa sobre los aspectos emocionales de la publicidad y su efect= ividad. Esta combinaci=C3=B3n metodol=C3=B3gica posibilit=C3=B3 medir la at= enci=C3=B3n visual, pero tambi=C3=A9n captar las emociones generadas por la= publicidad en un contexto din=C3=A1mico como es el de los videojuegos, don= de la originalidad y la interacci=C3=B3n son clave para activar la percepci= =C3=B3n de marca.Los hallazgos de este estudio demostraron que los patrones de per= sonalidad pueden influir significativamente en la forma en que los jugadore= s perciben y recuerdan los anuncios, lo que destaca la importancia de perso= nalizar estrategias publicitarias en funci=C3=B3n de las caracter=C3=ADstic= as psicol=C3=B3gicas del p=C3=BAblico objetivo, esto en el contexto de la p= ublicidad emocional. La ausencia de diferencias significativas en diferente= s variables de expresi=C3=B3n facial, combinada con la identificaci=C3=B3n = de patrones visuales distintos seg=C3=BAn el g=C3=A9nero, sugiere que los a= nunciantes deben considerar tanto las variables biom=C3=A9tricas como los r= asgos de personalidad al dise=C3=B1ar campa=C3=B1as. En conjunto, estos res= ultados ofrecen un marco pr=C3=A1ctico para entender c=C3=B3mo la metodolog= =C3=ADa del </spa= n>eye trac= king <span= style=3D"font-family:'Times New Roman'">puede ser utilizada para optimizar= las campa=C3=B1as emocionales y, en =C3=BAltima instancia, mejorar la perc= epci=C3=B3n de la marca en el =C3=A1mbito de la publicidad (como se muestra= en la Tabla 1).</p= >= Tabla 1Hallazgos comparativos del Eye tracking en publicidad emo= cional en Espa=C3=B1a<table style=3D"width:100%; margin-bottom:0= pt; padding:0pt; border-collapse:collapse"><tr><td style=3D"width:16.04%; b= order-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding= :0pt 5.4pt; vertical-align:top">Publicaciones y Autores</td><td style=3D"width:13.= 3%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; pa= dding:0pt 5.4pt; vertical-align:top">T=C3=A9cnica de investigaci=C3=B3n</td><td st= yle=3D"width:11.26%; border-top:0.75pt solid #000000; border-bottom:0.75pt = solid #000000; padding:0pt 5.4pt; vertical-align:top">Criterios medidos</td><td st= yle=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt s= olid #000000; padding:0pt 5.4pt; vertical-align:top">Producto analizado</td><td st= yle=3D"width:21.9%; border-top:0.75pt solid #000000; border-bottom:0.75pt s= olid #000000; padding:0pt 5.4pt; vertical-align:top">Hallazgos</td><td style=3D"wi= dth:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000= 000; padding:0pt 5.4pt; vertical-align:top">Emoci=C3=B3n asociada</td><td style=3D= "width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #= 000000; padding:0pt 5.4pt; vertical-align:top">Muestra utilizada</td></tr><tr><td = style=3D"width:16.04%; border-top:0.75pt solid #000000; border-bottom:0.75p= t solid #000000; padding:0pt 5.4pt; vertical-align:top">Eficacia publicitaria en Facebook: Un= estudio de eye-tracking aplicado al enoturismo-G=C3=B3mez et al. (2024)</p= ></td><td style=3D"width:13.3%; border-top:0.75pt solid #000000; border-bot= tom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Eye tracking</td= ><td style=3D"width:11.26%; border-top:0.75pt solid #000000; border-bottom:= 0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Publicidad de enoturismo en Facebook</td>= <td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.= 75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Atenci=C3=B3n visual, recuerdo, implicaci=C3=B3n emoci= onal</td><td style=3D"width:21.9%; border-top:0.75pt solid #0000= 00; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:t= op"><span= style=3D"font-family:'Times New Roman'">Im=C3=A1genes de personas generan = mayor atenci=C3=B3n y recuerdo, reforzando percepci=C3=B3n positiva de marc= a.</td><td style=3D"width:12.5%; border-top:0.75pt solid #000000= ; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top= ">Empat=C3=ADa/ Afinidad</t= d><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:= 0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">60 participan= tes en Espa=C3=B1a, usuarios de redes sociales.</td></tr><tr><td= style=3D"width:16.04%; border-top:0.75pt solid #000000; border-bottom:0.75= pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Influencia de la apelaci=C3=B3n del = mensaje en la atenci=C3=B3n. Un estudio de eye-tracking -G=C3=B3mez-Carmona et al.= (2022)</td><td style=3D"width:13.3%; border-top:0.75pt solid #0= 00000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-alig= n:top"><s= pan style=3D"font-family:'Times New Roman'; font-style:italic">Eye tracking= </td><td style=3D"width:11.26%; border-top:0.75pt solid #000000;= border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"= >Mensajes publicitarios con carga emoc= ional</td><td style=3D"width:12.5%; border-top:0.75pt solid #000= 000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:= top"><spa= n style=3D"font-family:'Times New Roman'">Atenci=C3=B3n visual, carga emoci= onal</td><td style=3D"width:21.9%; border-top:0.75pt solid #0000= 00; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:t= op"><span= style=3D"font-family:'Times New Roman'">Mensajes con carga emocional negat= iva atraen mayor atenci=C3=B3n, especialmente en temas sociales.= </td><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bott= om:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Preocupaci=C3=B3n/ Activaci=C3=B3n emocional nega= tiva</td><td style=3D"width:12.5%; border-top:0.75pt solid #0000= 00; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:t= op"><span= style=3D"font-family:'Times New Roman'">80 estudiantes univers= itarios en Espa=C3=B1a.</td></tr><tr><td style=3D"width:16.04%; = border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; paddin= g:0pt 5.4pt; vertical-align:top">An=C3=A1lisis cognitivo-emocional de anuncios de Heineken du= rante la COVID-19-Rajas et al. (2022)</td><td style=3D"width:13.3%; bor= der-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0= pt 5.4pt; vertical-align:top">Eye tracking + codificaci=C3=B3n facial</td><td style=3D"width:11.26%; bord= er-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0p= t 5.4pt; vertical-align:top">Anuncios = de Heineken</td><td style=3D"width:12.5%; border-top:0.75pt soli= d #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-= align:top">Emociones (alegr=C3=ADa, so= rpresa), atenci=C3=B3n visual</td><td style=3D"width:21.9%; bord= er-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0p= t 5.4pt; vertical-align:top">Emociones= como alegr=C3=ADa y sorpresa predominan, fortaleciendo la conexi=C3=B3n em= ocional con el espectador.</td><td style=3D"width:12.5%; border-= top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5= .4pt; vertical-align:top">Alegr=C3=ADa= / Sorpresa</td><td style=3D"width:12.5%; border-top:0.75pt solid= #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-a= lign:top">50 espectadores en Espa=C3=B1a durante la pandemia.</= td></tr><tr><td style=3D"width:16.04%; border-top:0.75pt solid #000000; bor= der-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">An=C3=A1lisis con </s= pan>eye tr= acking del etiquetado = de botellas de vino -Retamosa et al. (2021)</td><td style=3D"width:13.3= %; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; pad= ding:0pt 5.4pt; vertical-align:top">Eye tracking</td><td style=3D"width:11.26%; bor= der-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0= pt 5.4pt; vertical-align:top">Etiqueta= s de botellas de vino</td><td style=3D"width:12.5%; border-top:0= .75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt;= vertical-align:top">Zonas de atenci= =C3=B3n, inter=C3=A9s visual</td><td style=3D"width:21.9%; borde= r-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt= 5.4pt; vertical-align:top">Zonas supe= riores de etiquetas captan mayor atenci=C3=B3n visual, influyendo en intenc= i=C3=B3n de compra.</td><td style=3D"width:12.5%; border-top:0.7= 5pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; v= ertical-align:top">Inter=C3=A9s/ Atrac= ci=C3=B3n visual</td><td style=3D"width:12.5%; border-top:0.75pt= solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vert= ical-align:top">40 consumidores en feria de vinos (Espa=C3=B1a).</p= ></td></tr><tr><td style=3D"width:16.04%; border-top:0.75pt solid #000000; = border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">= Publicidad en vide= ojuegos: an=C3=A1lisis exploratorio con expresi=C3=B3n facial, GSR y </span= >eye track= ing-Ni= =C3=B1o et al. (2019)</td><td style=3D"width:13.3%; border-top:0= .75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt;= vertical-align:top">Eye tracking + GSR += expresi=C3=B3n facial</td><td style=3D"width:11.26%; border-top= :0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4p= t; vertical-align:top">Publicidad en v= ideojuegos</td><td style=3D"width:12.5%; border-top:0.75pt solid= #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-a= lign:top">Atenci=C3=B3n visual, emocio= nes, patrones de personalidad</td><td style=3D"width:21.9%; bord= er-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0p= t 5.4pt; vertical-align:top">Perfiles = de personalidad y g=C3=A9nero modifican la respuesta emocional en videojueg= os; se recomienda personalizaci=C3=B3n.</td><td style=3D"width:1= 2.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; = padding:0pt 5.4pt; vertical-align:top">Inter=C3=A9s / Afinidad seg=C3=BAn perfil emocional</td><td sty= le=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt so= lid #000000; padding:0pt 5.4pt; vertical-align:top">100 jugadores espa=C3=B1oles clasificados por per= fil psicol=C3=B3gico.</td></tr></table> 3.1.2.<= /span> EcuadorEl reciente estudio de Chinga & Alc= =C3=ADvar = (2025) desde Ecuador aportan = datos interesantes sobre el impacto del eye tracking en la = publicidad emocional, al evidenciar c=C3=B3mo las respuestas psicol=C3=B3gi= cas a distintos est=C3=ADmulos visuales influyen en la atenci=C3=B3n y la p= ercepci=C3=B3n de marca. A trav=C3=A9s de una metodolog=C3=ADa que involucr= =C3=B3 la medici=C3=B3n de variables como la duraci=C3=B3n de fijaciones y = el di=C3=A1metro de la pupila en respuesta a im=C3=A1genes emocionales, los= hallazgos indicaron que las im=C3=A1genes negativas generan una atenci=C3= =B3n m=C3=A1s intensa, sugiriendo que los anunciantes deben considerar el t= ipo de emociones que evocan sus campa=C3=B1as. Esta comprensi=C3=B3n puede = guiar estrategias publicitarias para maximizar el inter=C3=A9s y la conexi= =C3=B3n emocional con el consumidor, esencial en un entorno donde la atenci= =C3=B3n es un recurso dif=C3=ADcil de lograr e imprescindible dentro de la = publicidad emocional.Sin embargo, el art=C3=ADculo tambi=C3=A9n plantea varios ret= os en la implementaci=C3=B3n del eye tracking en la publici= dad emocional. Uno de los principales desaf=C3=ADos radica en el costo y la= complejidad de la tecnolog=C3=ADa, lo que podr=C3=ADa limitar su uso en ca= mpa=C3=B1as m=C3=A1s peque=C3=B1as o en empresas emergentes. Adem=C3=A1s, l= a variabilidad en las respuestas emocionales de diferentes p=C3=BAblicos su= giere que no todas las emociones o est=C3=ADmulos generar=C3=A1n el mismo i= mpacto en los consumidores, lo que plantea la necesidad de realizar estudio= s espec=C3=ADficos que consideren el contexto cultural y demogr=C3=A1fico a= l desarrollar contenido publicitario. Esferas como la =C3=A9tica en la mani= pulaci=C3=B3n emocional en la publicidad tambi=C3=A9n son cuestiones cr=C3= =ADticas que deben ser abordadas, seg=C3=BAn los autores.Vasco et al. (2024) </sp= an>se centraron en medir los = arquetipos de marca que generan mayor impacto visual mediante el uso de la = herramienta del <= /span>eye = tracking. El estudio n= o solo proporcion=C3=B3 datos cuantitativos sobre la retenci=C3=B3n de aten= ci=C3=B3n, sino que tambi=C3=A9n permiti=C3=B3 identificar patrones en la r= espuesta emocional ante elementos visuales espec=C3=ADficos tales como los = rostros humanos en las im=C3=A1genes; los colores empleados; la incorporaci= =C3=B3n de diversos arquetipos de marca, como h=C3=A9roes, cuidadores, aman= tes, hombre corriente, explorador, inocentes, magos y sabios, entre otros; = y muy importante los s=C3=ADmbolos asociados a esos arquetipos anteriorment= e mencionados.Los resultados del estudio evidencian que existe una relaci=C3=B3n d= irecta entre las caracter=C3=ADsticas visuales de las marcas y su capacidad= para resonar emocionalmente con los consumidores, destacando la importanci= a de alinear los elementos visuales con las expectativas y necesidades del = p=C3=BAblico objetivo. Asimismo, se comprueba que ciertos arquetipos genera= n un mayor enganche y reconocimiento, lo que significa que la publicidad em= ocional puede ser dise=C3=B1ada m=C3=A1s eficazmente al incorporar estos el= ementos que garantizan la atenci=C3=B3n. Adem=C3=A1s, los insights obtenidos sobre las emociones evocadas por distintos elementos visu= ales ofrecen una valiosa base para optimizar las estrategias de marketing, = permitiendo a las marcas activar la percepci=C3=B3n en el consumidor. De es= ta manera, el uso del&= #xa0;eye tracking </= span>se posiciona como un com= ponente esencial para la formulaci=C3=B3n de campa=C3=B1as publicitarias qu= e buscan maximizar la conexi=C3=B3n emocional con la audiencia.<= p style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-s= ize:12pt">El estudio de Arreg= ui = et al. (2023) represen= ta un valioso aporte en el campo del neuromarketing al analizar c=C3=B3mo l= as emociones, la atenci=C3=B3n y la percepci=C3=B3n de marca se relacionan = con la publicidad y degustaci=C3=B3n de cervezas. La investigaci=C3=B3n com= bin=C3=B3 t=C3=A9cnicas biom=C3=A9tricas como Eye t= racking y Electroencefalograf=C3=ADa (EEG) junto con encuestas, lo cual permiti=C3=B3 medir = variables como el inter=C3=A9s, la relajaci=C3=B3n, la atenci=C3=B3n visual= , el enganche emocional y el reconocimiento de marca. Entre los principales= hallazgos destaca que la marca Club gener=C3=B3 emociones positivas, estados de relajaci=C3=B3n y m= ayor conexi=C3=B3n emocional, mientras que Pilsener capt=C3=B3 una atenci= =C3=B3n visual m=C3=A1s intensa. El dise=C3=B1o del anuncio y el producto f= ueron los est=C3=ADmulos visuales que mayor atenci=C3=B3n generaron, eviden= ciando la importancia del contenido visual en la construcci=C3=B3n de posic= ionamiento emocional.Este estudio demuestra c=C3=B3mo el uso de herramientas de ne= uromarketing permite optimizar estrategias publicitarias basadas en la acti= vaci=C3=B3n emocional del consumidor, especialmente en sectores altamente c= ompetitivos como el de bebidas. Los resultados refuerzan la necesidad de al= inear los est=C3=ADmulos publicitarios con los atributos sensoriales que el= consumidor percibe de forma emocional, como el sabor, la ligereza y la est= =C3=A9tica visual del producto. Adem=C3=A1s, el art=C3=ADculo subraya el va= lor de integrar metodolog=C3=ADas cuantitativas y biom=C3=A9tricas para obt= ener una comprensi=C3=B3n m=C3=A1s profunda de la percepci=C3=B3n de marca.= En el contexto ecuatoriano, estos hallazgos ofrecen una base s=C3=B3lida p= ara desarrollar campa=C3=B1as que conecten emocionalmente con el consumidor= , potenciando la preferencia de marca en funci=C3=B3n de c=C3=B3mo se sient= e y no solo de lo que se dice.Pinargote-Su=C3=A1rez & Vaca-C=C3=A1rdenas</span= > (2023) e= mplearon el </spa= n>eye trac= king <span= style=3D"font-family:'Times New Roman'">para capturar datos sobre c=C3=B3m= o los usuarios interact=C3=BAan visualmente con interfaces digitales, lo cu= al fue crucial para entender no solo la atenci=C3=B3n que atraen diversos e= lementos emocionales en la publicidad, sino tambi=C3=A9n c=C3=B3mo estas in= teracciones impactan en la percepci=C3=B3n del usuario respecto a una marca= . Los datos capturados demostraron que la atenci=C3=B3n visual puede variar= en funci=C3=B3n de la presentaci=C3=B3n de los anuncios en el grado en que= consideran a las emociones, generando una respuesta m=C3=A1s o menos posit= iva hacia la marca. Una novedad que ofrece este estudio en comparaci=C3=B3n con ot= ros previos es la aplicaci=C3=B3n pr=C3=A1ctica del eye tracking en un contexto de dise=C3=B1o web, demostrando c=C3=B3mo la atenci=C3= =B3n visual a diferentes elementos de la interfaz puede influir en la exper= iencia del usuario y esto, a su vez, en sus emociones. Adem=C3=A1s, proporc= iona recomendaciones espec=C3=ADficas para mejorar el dise=C3=B1o de la int= erfaz con base en los datos obtenidos, lo que puede enriquecer futuras inve= stigaciones en el =C3=A1mbito de la publicidad emocional y su relaci=C3=B3n= con la percepci=C3=B3n de marca.Acosta & Alc=C3=ADvar (2024)&#x= a0;tambi=C3=A9n emplea= ron el <sp= an style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking<= /span> para evaluar la interacci=C3=B3n del us= uario con la plataforma web de una cooperativa de ahorro y cr=C3=A9dito. Al= identificar la carga cognitiva y los patrones de atenci=C3=B3n de diferent= es grupos etarios, el estudio permite comprender c=C3=B3mo las variaciones = en la carga emocional influyen en la percepci=C3=B3n del usuario. La forma = en que los p=C3=BAblicos interact=C3=BAan visualmente con los anuncios pued= e afectar su respuesta emocional y, en consecuencia, su percepci=C3=B3n de = la marca. De esta manera, la investigaci=C3=B3n proporciona un modelo sobre= c=C3=B3mo adaptar los elementos visuales de la publicidad para maximizar e= l impacto emocional en diferentes segmentos de audiencia.La novedad que ofrece est= e art=C3=ADculo radica en su atenci=C3=B3n particular hacia la segmentaci= =C3=B3n etaria y sus efectos en la carga cognitiva, lo que no es com=C3=BAn= en estudios previos centrados en eye tracking y publicidad= emocional. Mientras que muchas investigaciones abordan c=C3=B3mo el= eye tracking ayuda a identificar qu=C3=A9 elementos visuales reci= ben m=C3=A1s atenci=C3=B3n, la perspectiva de Acosta & Alc=C3=ADvar</sp= an> (2024) se centra en c=C3=B3mo la carga cognitiva y las diferencias generacional= es introducen variables adicionales para entender no solo qu=C3=A9 se ve, s= ino c=C3=B3mo se siente y se procesa la informaci=C3=B3n. Esto podr=C3=ADa = facilitar a las marcas el desarrollo de estrategias publicitarias m=C3=A1s = efectivas que consideren las din=C3=A1micas emocionales asociadas a diferen= tes grupos etarios, lo cual es b=C3=A1sico en el mundo del marketing (como = se muestra en la Tabla 2).= Tabla 2Hallazgos comparativos del eye tracking en publ= icidad emocional en Ecuador<table style=3D"width:100%; margin-bo= ttom:0pt; padding:0pt; border-collapse:collapse"><tr><td style=3D"width:16.= 04%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; p= adding:0pt 5.4pt; vertical-align:top">Publicaciones y Autores</td><td style=3D"wid= th:13.3%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000= 00; padding:0pt 5.4pt; vertical-align:top">T=C3=A9cnica de investigaci=C3=B3n</td>= <td style=3D"width:11.26%; border-top:0.75pt solid #000000; border-bottom:0= .75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><spa= n style=3D"font-family:'Times New Roman'">Criterios medidos</td>= <td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.= 75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><span= style=3D"font-family:'Times New Roman'">Producto analizado</td>= <td style=3D"width:21.9%; border-top:0.75pt solid #000000; border-bottom:0.= 75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><span= style=3D"font-family:'Times New Roman'">Hallazgos</td><td style= =3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt soli= d #000000; padding:0pt 5.4pt; vertical-align:top">Emoci=C3=B3n asociada</td><td st= yle=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt s= olid #000000; padding:0pt 5.4pt; vertical-align:top">Muestra utilizada</td></tr><t= r><td style=3D"width:16.04%; border-top:0.75pt solid #000000; border-bottom= :0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Registro y an=C3=A1lisis de emociones a partir de d= atos obtenidos desde el eye tracking -Chinga &a= mp; Alc=C3=ADvar (2025)</td><td style=3D"width:13.3%; border-top= :0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4p= t; vertical-align:top">Eye tracking</td><td style=3D"width:11.26%; border-top:0.75p= t solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; ver= tical-align:top">Duraci=C3=B3n de fija= ci=C3=B3n, di=C3=A1metro pupilar</td><td style=3D"width:12.5%; b= order-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding= :0pt 5.4pt; vertical-align:top">Im=C3= =A1genes emocionales para campa=C3=B1as publicitarias</td><td st= yle=3D"width:21.9%; border-top:0.75pt solid #000000; border-bottom:0.75pt s= olid #000000; padding:0pt 5.4pt; vertical-align:top">Im=C3=A1genes negativas inducen fijaciones prolongadas; dest= aca el desaf=C3=ADo del costo tecnol=C3=B3gico.</td><td style=3D= "width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #= 000000; padding:0pt 5.4pt; vertical-align:top">Inter=C3=A9s / Evaluaci=C3=B3n emocional negativa</td><= td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.7= 5pt solid #000000; padding:0pt 5.4pt; vertical-align:top">50 ecuatorianos,= divididos por edad y g=C3=A9nero.</td></tr><tr><td style=3D"wid= th:16.04%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000= 000; padding:0pt 5.4pt; vertical-align:top">Impacto de los elementos visuales de arquetipos de marca mediante </s= pan>eye tr= acking -Vasco et al. (2024)</td><td style=3D"width:13.3%; bor= der-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0= pt 5.4pt; vertical-align:top">Eye tracking</td><td style=3D"width:11.26%; border-to= p:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4= pt; vertical-align:top">Atenci=C3=B3n = visual, conexi=C3=B3n emocional</td><td style=3D"width:12.5%; bo= rder-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:= 0pt 5.4pt; vertical-align:top">Element= os visuales con arquetipos de marca</td><td style=3D"width:21.9%= ; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padd= ing:0pt 5.4pt; vertical-align:top">Arq= uetipos de marca como h=C3=A9roes y cuidadores aumentan la conexi=C3=B3n em= ocional y el recuerdo.</td><td style=3D"width:12.5%; border-top:= 0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt= ; vertical-align:top">Empat=C3=ADa / I= dentificaci=C3=B3n</td><td style=3D"width:12.5%; border-top:0.75= pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; ve= rtical-align:top">60 participantes en Ecuador evaluando arquetipos.= </td></tr><tr><td style=3D"width:16.04%; border-top:0.75pt solid #00000= 0; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:to= p">An=C3=A1lisis de posicionamiento de= las marcas de cerveza l=C3=ADderes en Ecuador, desdeel punto de vista del neuromarketing -Arregui </s= pan>et al.= (2023)</td= ><td style=3D"width:13.3%; border-top:0.75pt solid #000000; border-bottom:0= .75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Eye tracking, EEG </td><td style=3D"width:11.= 26%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; p= adding:0pt 5.4pt; vertical-align:top">= Publicidad y degustaci=C3=B3n de cervezas Club, Pilsener y Biela= </td><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bott= om:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"> </td><td style=3D"width:21.9%; b= order-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding= :0pt 5.4pt; vertical-align:top">Club g= ener=C3=B3 emociones positivas, inter=C3=A9s y relajaci=C3=B3n; Pilsener de= stac=C3=B3 en atenci=C3=B3n y enganche; el producto fue el elemento visual = m=C3=A1s atractivo</td><td style=3D"width:12.5%; border-top:0.75= pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; ve= rtical-align:top">Emoci=C3=B3n positiv= a, relajaci=C3=B3n, atenci=C3=B3n, enganche</td><td style=3D"wid= th:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000= 00; padding:0pt 5.4pt; vertical-align:top"><s= pan style=3D"font-family:'Times New Roman'">50 participantes en pruebas bio= m=C3=A9tricas (EEG y Eye tracking)154 participantes en encuestas y degustaci=C3=B3n</spa= n></td></tr><tr><td style=3D"width:16.04%; border-top:0.75pt solid #000= 000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:= top"><spa= n style=3D"font-family:'Times New Roman'">Evaluaci=C3=B3n del seguimiento o= cular en usabilidad </= span>-Pinargote-Su=C3=A1rez, = C. E., & Vaca-C=C3=A1rdenas (2023)</td><td style=3D"width:13= .3%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; p= adding:0pt 5.4pt; vertical-align:top">Eye tracking</td><td style=3D"width:11.26%; b= order-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding= :0pt 5.4pt; vertical-align:top">Intera= cci=C3=B3n emocional, atenci=C3=B3n visual</td><td style=3D"widt= h:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #00000= 0; padding:0pt 5.4pt; vertical-align:top">Interfaces digitales en dise=C3=B1o web</td><td style=3D"wid= th:21.9%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000= 00; padding:0pt 5.4pt; vertical-align:top">Dise=C3=B1o emocional influye en percepci=C3=B3n de marca; se recomien= da mejorar la experiencia del usuario.</td><td style=3D"width:12= .5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; p= adding:0pt 5.4pt; vertical-align:top">= Atracci=C3=B3n / Confort emocional</td><td style=3D"width:12.5%;= border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; paddi= ng:0pt 5.4pt; vertical-align:top">35 usuarios ecuatorianos int= eractuando con interfaces web.</td></tr><tr><td style=3D"width:1= 6.04%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000;= padding:0pt 5.4pt; vertical-align:top">Eye tracking en la experiencia de usuario en cooperativa -Acosta & Alc=C3=ADvar (2024)</= td><td style=3D"width:13.3%; border-top:0.75pt solid #000000; border-bottom= :0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Eye tracking</td><td = style=3D"width:11.26%; border-top:0.75pt solid #000000; border-bottom:0.75p= t solid #000000; padding:0pt 5.4pt; vertical-align:top">Carga cognitiva, atenci=C3=B3n visual por edad= </td><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bott= om:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Plataforma web de cooperativa financiera</= p></td><td style=3D"width:21.9%; border-top:0.75pt solid #000000; border-bo= ttom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Carga cognitiva y edad afectan percepci=C3=B3n= emocional; se propone segmentar visuales por grupos etarios.</t= d><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:= 0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Carga cognitiva / Estr=C3=A9s emocional</= td><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom= :0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">40 </= p>usuarios en plataforma financiera, segmentados por edad.</td>= </tr></table> = ;Con el= fin de comprender c=C3=B3mo var=C3=ADa la aplicaci=C3=B3n y el impacto del= ey= e tracking en la publi= cidad emocional seg=C3=BAn el contexto cultural, se presenta la <spa= n style=3D"font-family:'Times New Roman'; font-weight:bold">Tabla 3<= span style=3D"font-family:'Times New Roman'"> comparativa entre Espa=C3=B1a= y Ecuador. Este an=C3=A1lisis sintetiza los aspectos clave abordados en lo= s estudios revisados en ambos pa=C3=ADses, considerando desde las innovacio= nes metodol=C3=B3gicas hasta los desaf=C3=ADos espec=C3=ADficos enfrentados= en cada entorno. La Tabla 3 permite visualizar las diferencias en el enfoque, la profundidad del an= =C3=A1lisis emocional, las inversiones tecnol=C3=B3gicas, y los factores so= cioculturales que influyen en la percepci=C3=B3n de marca. Esta comparaci= =C3=B3n resulta esencial para identificar buenas pr=C3=A1cticas y adaptar e= strategias publicitarias emocionalmente efectivas a distintos contextos. </= span>Tabla 3Resumen de los resultados del impacto del = eye tracking en la publicidad emocional y la percepci=C3=B3n de marca</span= ><table style=3D"margin-bottom:0pt; padding:0pt; border-collapse:collap= se"><tr><td style=3D"border-top:1pt solid #7f7f7f; border-bottom:0.75pt sol= id #000000; padding:0pt 5.4pt; vertical-align:top">Aspectos</td><td style=3D"border-top:1pt solid #7= f7f7f; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-alig= n:top">= Espa=C3=B1a</td><t= d style=3D"border-top:1pt solid #7f7f7f; border-bottom:0.75pt solid #000000= ; padding:0pt 5.4pt; vertical-align:top">Ecuador</td></tr><tr><td style=3D"border-top:0.75pt solid #= 000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-ali= gn:top">Novedad en el modo de empleo del eye tracking</td><td sty= le=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; = padding:0pt 5.4pt; vertical-align:top">Uso de combinaciones con otras metodolog=C3=ADas (GSR, an=C3=A1lisis de = expresi=C3=B3n facial) para entender no solo atenci=C3=B3n visual sino tamb= i=C3=A9n respuestas emocionales y perfiles de personalidad. La integraci=C3= =B3n de estas tecnolog=C3=ADas fue una innovaci=C3=B3n significativa.</span= ></td><td style=3D"border-top:0.75pt solid #000000; border-bottom:0.75p= t solid #000000; padding:0pt 5.4pt; vertical-align:top">La aplicaci=C3=B3n del eye tracking par= a analizar diferencias en la atenci=C3=B3n y percepci=C3=B3n emocional en d= istintos contextos culturales, con pocos estudios que combinen t=C3=A9cnica= s biom=C3=A9tricas con otros m=C3=A9todos, pero en general enfocado en ente= nder fen=C3=B3menos perceptivos y afectivos relacionados con la cultura. Es= un uso m=C3=A1s tradicional del eye tracking, aunque emergen estudios recientes con enfoques cualitativos y comparat= ivos.</td></tr><tr><td style=3D"border-top:0.75pt solid #000000;= border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"= >Aspectos contextuales considerados</td><td s= tyle=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000= ; padding:0pt 5.4pt; vertical-align:top">Enfocado en el entorno digital, campa=C3=B1as en redes sociales y anun= cios en plataformas digitales (Facebook, videojuegos). La cultura del consu= mo en Espa=C3=B1a y los estilos de comunicaci=C3=B3n digital son considerad= os.</td><td style=3D"border-top:0.75pt solid #000000; border-bot= tom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Se consideran aspectos culturales, sociales = y econ=C3=B3micos propios del contexto ecuatoriano, adem=C3=A1s de las dife= rencias entre estilos de consumo, percepci=C3=B3n cultural y respuesta emoc= ional frente a la publicidad. La influencia del entorno cultural y social e= n la percepci=C3=B3n perceptual y emocional es central.</td></tr= ><tr><td style=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt sol= id #000000; padding:0pt 5.4pt; vertical-align:top">Impac= to en las emociones y percepci=C3=B3n de marca</td><td style=3D"= border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; paddin= g:0pt 5.4pt; vertical-align:top">La = atenci=C3=B3n a est=C3=ADmulos emocionales como im=C3=A1genes con personas = genera mayor recuerdo y percepci=C3=B3n positiva de marca, influenciando la= lealtad y la implicaci=C3=B3n emocional. La carga emocional de los element= os visuales modula las respuestas emocionales y el reconocimiento de marca.= </td><td style=3D"border-top:0.75pt solid #000000; border-bottom= :0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">La percepci=C3=B3n emocional y la empat=C3=ADa in= ducida por est=C3=ADmulos culturales espec=C3=ADficos impactan la percepci= =C3=B3n de marca. La afinidad emocional y la identificaci=C3=B3n cultural s= on factores clave. La efectividad de los est=C3=ADmulos emocionales var=C3= =ADa seg=C3=BAn el contexto cultural, influenciando directamente la percepc= i=C3=B3n y el recuerdo.</td></tr><tr><td style=3D"border-top:0.7= 5pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; v= ertical-align:top">Factor econ=C3=B3= mico</td><td style=3D"border-top:0.75pt solid #000000; border-bo= ttom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Inversi=C3=B3n en campa=C3=B1as digitales y = an=C3=A1lisis de datos con tecnolog=C3=ADa avanzada. Uso de m=C3=A9todos co= mbinados para maximizar el retorno, dada la alta penetraci=C3=B3n digital y= la competencia en mercados digitales en Espa=C3=B1a. La innovaci=C3=B3n en= metodolog=C3=ADas es vista como clave para optimizar recursos.<= /td><td style=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt soli= d #000000; padding:0pt 5.4pt; vertical-align:top">La inversi=C3=B3n en tecnolog=C3=ADa y en estudios biom=C3=A9= tricos puede ser m=C3=A1s limitada, pero se valoran los estudios para enten= der mejor las preferencias y percepciones del mercado local. La adaptaci=C3= =B3n cultural y emocional en campa=C3=B1as requiere an=C3=A1lisis espec=C3= =ADficos que, aunque costosos, pueden ser estrat=C3=A9gicos en mercados con= particularidades culturales.</td></tr><tr><td style=3D"border-t= op:0.75pt solid #000000; border-bottom:1pt solid #7f7f7f; padding:0pt 5.4pt= ; vertical-align:top">Desaf=C3=ADos<= /span></td><td style=3D"border-top:0.75pt solid #000000; border-bottom:= 1pt solid #7f7f7f; padding:0pt 5.4pt; vertical-align:top">Interpretaci=C3=B3n de datos emocionales complejos, i= ntegraci=C3=B3n de m=C3=BAltiples tecnolog=C3=ADas, y la variabilidad indiv= idual en expresiones faciales y reacciones biom=C3=A9tricas. Adem=C3=A1s, l= a necesidad de adaptar campa=C3=B1as a diferentes perfiles generacionales y= sociales.</td><td style=3D"border-top:0.75pt solid #000000; bor= der-bottom:1pt solid #7f7f7f; padding:0pt 5.4pt; vertical-align:top">La diversidad cultural y social requiere= una comprensi=C3=B3n profunda para evitar errores en la percepci=C3=B3n em= ocional. La aplicaci=C3=B3n de t=C3=A9cnicas biom=C3=A9tricas y su conexi= =C3=B3n con la cultura local tambi=C3=A9n representa un desaf=C3=ADo.</span= > La escasez de estudios comparativos limita l= as Conclusiones generalizadas.</td></tr></table><span= style=3D"font-family:'Times New Roman'"> 4. = Discusi=C3=B3nLa revisi=C3=B3n de los estudios realizados en = Espa=C3=B1a y Ecuador revela que el empleo del eye tracking en la investigaci=C3=B3n de la publicidad emocional permiti=C3=B3 comprend= er de manera m=C3=A1s profunda c=C3=B3mo los est=C3=ADmulos visuales impact= an en las respuestas de los consumidores.En Espa=C3=B1a investigaciones como las = de G=C3=B3mez et al. (202= 4) demostraron que los anuncios que incluyen im=C3=A1genes de personas gene= ran una mayor atenci=C3=B3n y mejor recuerdo, vinculando la carga emocional= con la fidelidad a la marca. Adem=C3=A1s G=C3=B3mez-Carmona et al. (2022) = evidenciaron que el an=C3=A1lisis de los patrones oculares en diferentes ti= pos de mensajes publicitarios permite identificar cu=C3=A1les elementos evo= can mayor carga emocional, facilitando la creaci=C3=B3n de campa=C3=B1as m= =C3=A1s efectivas. Por su parte Rajas et al. (2022) y Ni=C3=B1o et al. (2019) resaltaron la importan= cia de la carga emocional en la captaci=C3=B3n de atenci=C3=B3n, mientras q= ue Retamosa et al. (2021)= destacaron la utilidad del eye tracking&#= xa0;para entender las = decisiones de compra en contextos culturales diversos.Por otro lado en Ecuador e= studios como el de Chinga & Alc=C3=ADvar (2025) evidencian que las resp= uestas psicol=C3=B3gicas y emocionales a los est=C3=ADmulos visuales var=C3= =ADan significativamente en funci=C3=B3n del contexto cultural. Vasco </spa= n>et al</s= pan>. (2024) confirmaron adem= =C3=A1s que la carga emocional en los anuncios puede influir en la percepci= =C3=B3n de marca cuando se consideran las particularidades culturales y de = consumo en Ecuador. Bautista et al. (2023) afirman que el an=C3=A1lisis cualitativo del proceso cogn= itivo y emocional complementa a los datos cuantitativos, permitiendo una co= mprensi=C3=B3n m=C3=A1s amplia de c=C3=B3mo los espectadores conectan emoci= onalmente con las marcas. Por =C3=BAltimo Pinargote-Su=C3=A1rez & Vaca-= C=C3=A1rdenas (2023) destacaron que la interacci=C3=B3n visual con los est= =C3=ADmulos emocionales en plataformas digitales revela patrones espec=C3= =ADficos que var=C3=ADan seg=C3=BAn la cultura, un indicador de la importan= cia de contextualizar los resultados del eye tracking para = cada poblaci=C3=B3n.Un hallazgo com=C3=BAn en todos los estudios es que la carga e= mocional incrementa la atenci=C3=B3n visual y favorece la percepci=C3=B3n p= ositiva, reafirmando la pertinencia de utilizar la publicidad emocional com= o estrategia. Sin embargo, la eficacia de los est=C3=ADmulos emocionales no= es universal, sino que se ve mediada por variables culturales, como demues= tran las diferencias observadas en los estudios de G=C3=B3mez et al.<sp= an style=3D"font-family:'Times New Roman'"> (2024) y Chinga & Alc=C3=AD= var (2025) que muestran c=C3=B3mo las caracter=C3=ADsticas culturales influ= yen en la percepci=C3=B3n emocional y en los patrones visuales. Adem=C3=A1s= Acosta & Alc=C3=ADvar (2024) se=C3=B1alaron que las diferencias en la = carga cognitiva y las variaciones generacionales deben considerarse en la a= daptaci=C3=B3n de campa=C3=B1as publicitarias, ya que estas variables alter= an en gran medida la respuesta emocional de los p=C3=BAblicos. La interpret= aci=C3=B3n de los datos del eye tracking, = por tanto requiere de un an=C3=A1lisis contextualizado que tenga en cuenta = estos aspectos culturales y socioemocionales para dise=C3=B1ar estrategias = efectivas y culturalmente pertinentes.Finalmente aunque el uso del eye tracking en la investigaci=C3=B3n publicitaria avanzo, los desaf=C3=AD= os permanecen en la forma de interpretar los datos y en la necesidad de ada= ptar las metodolog=C3=ADas a los contextos culturales espec=C3=ADficos. Com= o se=C3=B1alaron Ni=C3=B1o et al. (2019) y Garc=C3=ADa (2021) comprender la= carga emocional a partir de las fijaciones visuales requiere recursos y t= =C3=A9cnicas complementarias, para evitar interpretaciones err=C3=B3neas. L= a integraci=C3=B3n de diferentes enfoques biom=C3=A9tricos y cualitativos, = adem=C3=A1s de la formaci=C3=B3n especializada en an=C3=A1lisis cultural, r= esulta crucial para aprovechar al m=C3=A1ximo esta tecnolog=C3=ADa en campa= =C3=B1as emocionales.5. </= span>Conclu= siones<ul style=3D"margin:0pt; padding-left:0pt"><li class=3D"Li= stParagraph" style=3D"margin-left:17.63pt; margin-bottom:0pt; text-align:ju= stify; line-height:115%; padding-left:3.67pt; font-family:serif; font-size:= 12pt">El an=C3=A1lisis de los= estudios realizados en diferentes contextos culturales, tanto en Espa=C3= =B1a como en Ecuador, demuestra que la tecnolog=C3=ADa de eye tracking es una herramienta efectiva para comprender c=C3=B3mo los est= =C3=ADmulos emocionales capturan la atenci=C3=B3n de los consumidores y afe= ctan su percepci=C3=B3n de marca. Los hallazgos en Espa=C3=B1a evidencian q= ue elementos visuales cargados emocionalmente, como im=C3=A1genes de person= as o mensajes con carga negativa, generan una mayor atenci=C3=B3n y favorec= en la recordaci=C3=B3n de la marca. Asimismo, en Ecuador, se destaca la inf= luencia de las particularidades culturales en la percepci=C3=B3n emocional,= subrayando la importancia de adaptar las campa=C3=B1as publicitarias a est= os contextos para maximizar su efectividad.</li><li class=3D"ListPar= agraph" style=3D"margin-left:17.63pt; margin-bottom:0pt; text-align:justify= ; line-height:115%; padding-left:3.67pt; font-family:serif; font-size:12pt"= >Una novedad es la tendencia = hacia la integraci=C3=B3n de datos cuantitativos y cualitativos en el marco= del uso del </sp= an>eye tra= cking <spa= n style=3D"font-family:'Times New Roman'">en la publicidad emocional, lo cu= al ofrece una comprensi=C3=B3n m=C3=A1s hol=C3=ADstica de la interacci=C3= =B3n emocional y visual, enriqueciendo las estrategias publicitarias y faci= litando campa=C3=B1as m=C3=A1s resonantes a nivel emocional.</li><li= class=3D"ListParagraph" style=3D"margin-left:17.63pt; margin-bottom:0pt; t= ext-align:justify; line-height:115%; padding-left:3.67pt; font-family:serif= ; font-size:12pt">Sin embargo= , a pesar de los avances, persisten desaf=C3=ADos importantes relacionados = con la interpretaci=C3=B3n de los datos y la adaptaci=C3=B3n metodol=C3=B3g= ica a las diferentes culturas. La variabilidad en las respuestas emocionale= s y la complejidad de identificar los elementos que realmente contribuyen a= una percepci=C3=B3n positiva requieren enfoques m=C3=A1s integrales que co= nsideren los contextos socioemocionales. En conclusi=C3=B3n, el uso del</sp= an> eye tracking<s= pan style=3D"font-family:'Times New Roman'"> en la publicidad emocional, si bien presenta un= gran potencial, demanda metodolog=C3=ADas adaptadas que permitan aprovecha= r al m=C3=A1ximo su capacidad para dise=C3=B1ar campa=C3=B1as m=C3=A1s efec= tivas.</li></ul>6. <sp= an style=3D"font-family:'Times New Roman'; font-weight:bold">Conflicto de i= nteresesLos autores declaran que no existe conflicto de intereses en relaci=C3=B3n= con el art=C3=ADculo presentado.7. &#= xa0; Declaraci=C3=B3n de contribuci=C3=B3n de los autoresTodos autores contribuy= eron significativamente en la elaboraci=C3=B3n del art=C3=ADculo.</p= >= 8.</s= pan> Costos de financiamiento = La presente invest= igaci=C3=B3n fue financiada en su totalidad con fondos propios de los autor= es.9. Referencias bibliogr= =C3=A1ficasAcosta Zambrano, M. J., & Alc=C3=ADvar Ceval= los, R. A. (2024). 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EV-Eye: replanteando el seguimiento ocular de alta frecuencia a trav=C3=A9= s de las lentes de las c=C3=A1maras de eventos [37.=C2=AA Conferencia sobre Sistemas de Procesami= ento de Informaci=C3=B3n Neural (NeurIPS 2023), Tema sobre Conjuntos de Dat= os y Puntos de Referencia]. <a href=3D"https://papers.nips.cc/paper_fil= es/paper/2023/hash/c41b5d8c1ba15b2aa83e4fa1541f02c8-Abstract-Datasets_and_B= enchmarks.html" style=3D"text-decoration:none">https://papers.nips.cc/paper_files/pa= per/2023/hash/c41b5d8c1ba15b2aa83e4fa1541f02c8-Abstract-Datasets_and_Benchm= arks.html</a> <img src=3D"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQEAYA= BgAAD/2wBDAAEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBA= QEBAQEBAQEBAQEBAQEBAQH/2wBDAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEB= AQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQH/wAARCABVAKIDASIAAhEBAxEB/8QAHwAAAgI= CAgMBAAAAAAAAAAAACQoACAYHAQIDBAsF/8QATxAAAAYBAwIDAgoECAoLAAAAAQIDBAUGBwAIEQ= 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text-align:justify; line-height:normal; font-= size:10pt"> <= /td><td colspan=3D"2" style=3D"width:187.65pt; padding:0pt 5.4pt; vertical-= align:top"><img src=3D"da= ta:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0NAAAABHNCSVQ= ICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr+197n3nNzbJN= 6omdTWRmwbikVq4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiGCOxElqjhba0U= RPzsPQmuY9zzj1nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5OVNuNlQVjmZCG= jCVhcPHR3q8XrsaVNUITu/KSlu7LFeSpNNZ+57RTjDTvqFM1IvNiGXWJvD/9x8yXB/efizYU/Hy= 8/0W/aA/Xq43r1P3nOCNIFsW2XLleTd648Z/863v3nkjWCL59dp/fWSsfzOXNkShKacvfgnMRlX= jqqqIrwr5vkihyhxbT+K2ne082AAzADZXyPj+wL8ehQ1NH700v0N35OAroutW0rxDF6rUUvddaJ= fdwM9HwqYFSa0GO1SrpfucUVUXEZCQcqQtZ0VEU1QTPtmAkDygiEBTsTxq6hx65fWTOy7l0exjK= gGrGcjTo2/oKS9EUZ2aPcf/Oo1iTI9UGqFJrzDF5+Sv+Wvg+y+IEVXaGibsbOO5hGBSkbUUQdRT= 9zaQuBhE6Ct2MT7/D9OIIVnw6Ct3csfk52oNtTMwcBbE0YteeC7we4LinSI9Z03dBNUVxTdu1eI= 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colspan=3D"5" st= yle=3D"width:416pt; padding:0pt 5.4pt; vertical-align:top"><spa= n style=3D"font-family:'Times New Roman'">Universidad T=C3=A9cnica Estatal = de Quevedo (UTEQ), Quevedo, Ecuador. <a href=3D"mailto:emendoza@uteq= .edu.ec" style=3D"text-decoration:none">emendoza@uteq.edu.ec<= /a> </= p></td></tr><tr style=3D"height:3.5pt"><td style=3D"width:8.1pt; padding:0p= t 5.4pt; vertical-align:top">2</td><td st= yle=3D"width:193.3pt; padding:0pt 5.4pt; vertical-align:top"><s= pan style=3D"font-family:'Times New Roman'">Marco Fernando Villarroel Puma<= /span></td><td colspan=3D"2" style=3D"width:17.25pt; padding:0pt 5.4pt;= vertical-align:top"><img src=3D"data:image/png;b= ase64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0NAAAABHNCSVQICAgIfAhkiAAAA= AlwSFlzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr+197n3nNzbJN6omdTWRmwbikVq= 4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiGCOxElqjhba0URPzsPQmuY9zzj1= nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5OVNuNlQVjmZCGjCVhcPHR3q8Xrs= 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colspan=3D"5" style=3D"width:416pt; padding:0pt 5.= 4pt; vertical-align:top"><i= mg src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0= NAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr= +197n3nNzbJN6omdTWRmwbikVq4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiG= COxElqjhba0URPzsPQmuY9zzj1nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5O= VNuNlQVjmZCGjCVhcPHR3q8XrsaVNUITu/KSlu7LFeSpNNZ+57RTjDTvqFM1IvNiGXWJvD/9x8y= XB/efizYU/Hy8/0W/aA/Xq43r1P3nOCNIFsW2XLleTd648Z/863v3nkjWCL59dp/fWSsfzOXNkS= hKacvfgnMRlXjqqqIrwr5vkihyhxbT+K2ne082AAzADZXyPj+wL8ehQ1NH700v0N35OAroutW0r= xDF6rUUvddaJfdwM9HwqYFSa0GO1SrpfucUVUXEZCQcqQtZ0VEU1QTPtmAkDygiEBTsTxq6hx65= fWTOy7l0exjKgGrGcjTo2/oKS9EUZ2aPcf/Oo1iTI9UGqFJrzDF5+Sv+Wvg+y+IEVXaGibsbOO5= hGBSkbUUQdRT9zaQuBhE6Ct2MT7/D9OIIVnw6Ct3csfk52oNtTMwcBbE0YteeC7we4LinSI9Z03= dBNUVxTdu1eI7FcBIjHvPVU1Tjv7nn5sNMXv6WSjyFiIg17AAwqpRW9fqayNkiM0tjqDrag67mD= 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style=3D"text-decoration:none">lchimborazoa@uteq.= edu.ec</a> </td></tr><tr style=3D"height:39.15pt"><td style=3D"width:8= .1pt; padding:0pt 5.4pt; vertical-align:top">4</span= ></td><td colspan=3D"5" style=3D"width:416pt; padding:0pt 5.4pt; vertic= al-align:top"><img src=3D"d= ata:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAUCAYAAACNiR0NAAAABHNCSV= QICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2lJREFUOI21lEtoXVUUhr+197n3nNzbJ= N6omdTWRmwbikVq4iMxk0ZU2oGgA1FnQcQiUhUnFqo4cGIRQUGd+KDY+Jp25ouiGCOxElqjhba0= URPzsPQmuY9zzj1nLwcnuU1iQ0f+mzXZe///Wv/aiy1cBV/83NNOPr/VWHunqO5OVNuNlQVjmZC= GjCVhcPHR3q8XrsaVNUITu/KSlu7LFeSpNNZ+57RTjDTvqFM1IvNiGXWJvD/9x8yXB/efizYU/H= y8/0W/aA/Xq43r1P3nOCNIFsW2XLleTd648Z/863v3nkjWCL59dp/fWSsfzOXNkShKacvfgnMRl= XjqqqIrwr5vkihyhxbT+K2ne082AAzADZXyPj+wL8ehQ1NH700v0N35OAroutW0rxDF6rUUvdda= JfdwM9HwqYFSa0GO1SrpfucUVUXEZCQcqQtZ0VEU1QTPtmAkDygiEBTsTxq6hx65fWTOy7l0exj= KgGrGcjTo2/oKS9EUZ2aPcf/Oo1iTI9UGqFJrzDF5+Sv+Wvg+y+IEVXaGibsbOO5hGBSkbUUQdR= 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Quevedo (UTEQ), Qu= evedo, Ecuador.<a href=3D"mailto:hescobar@uteq.edu.ec" style=3D"text-decoration:none"><s= pan class=3D"Hyperlink" style=3D"font-family:'Times New Roman'; font-size:1= 0pt">hescobar@uteq.edu.ec</a> </td></tr><tr style=3D"height:0pt"><td s= tyle=3D"width:18.9pt"></td><td style=3D"width:204.1pt"></td><td style=3D"wi= dth:23.8pt"></td><td style=3D"width:4.25pt"></td><td style=3D"width:194.2pt= "></td><td style=3D"width:0.45pt"></td></tr></table> &= #xa0; <table style=3D"wid= th:436.35pt; margin-bottom:0pt; padding:0pt; border-collapse:collapse"><tr>= <td colspan=3D"6" style=3D"width:161.75pt; padding:0pt 5.4pt; vertical-alig= n:top"> </td><td colspan=3D"3" style=3D"width:253pt; border-top:0= .75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt;= vertical-align:top">Art=C3=ADculo de Investigaci=C3=B3n Cient=C3=ADfica y T= ecnol=C3=B3gicaEnviado: Revisado: Aceptado: Publicado:DOI: </td></tr><tr style= =3D"height:3.5pt"><td colspan=3D"6" 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style=3D"margin-bottom:0pt; text-align:justify; line-height:normal; paddi= ng-top:1pt; font-size:8pt"> CIENCIA DIGITAL, es una revista multidisciplinaria, trimest= ral, que se publicar=C3=A1 en soporte electr=C3=B3nico tiene como misi=C3= =B3n contribuir a la formaci=C3=B3n de profesionales competentes con visi=C3=B3n hum= an=C3=ADstica y cr=C3=ADtica que sean capaces de exponer sus resultados inv= estigativos y cient=C3=ADficos en la misma medida que se promueva mediante = su intervenci=C3=B3n cambios positivos en la sociedad. <a href=3D"http= s://cienciadigital.org" style=3D"text-decoration:none">https://cienciadigital.org</a> <= /span>La revis= ta es editada por la Editorial Ciencia Digital (Editorial de prestigio regi= strada en la C=C3=A1mara Ecuatoriana de Libro con No de Afiliaci=C3=B3n 663= ) <a href=3D"http://www.celibro.org.ec" style=3D"text-decoration:non= e">www.celibro.org.ec</a> </s= pan></div></td><td style=3D"padding:0pt; vertical-align:top"></td><td s= 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Zt/efXzzzSHKy0+g1wdnMillsC8DkpKSeHTyJHpcm0WY0cTGdRv4pujQrwCD4HSwadMmamtr8fl= 8rF27lsmTJ/PEE0+wdOlS5s2bR1VV1VUV7tatGwsXLmT27NkMHz6c8+fPYzAYmDJlCoFAgNWrV/= PJJ5/8pvGvv/46mqZhtVqZO3cuFouF1157jSeffJKqqqoO9etyklcCLeAPcPrUKRa+/DLTp08nI= yODB/IfIO/uPGw2G6erq6mrq0NVVXr0yCI1LZW42FjCTOF4PR7+sfwdioqK8Lo9VxSq1+sxGo1s= 3bqVe++9l+rqakwmE6tXr6a2tpYzZ85cVWGA8PBw0tPTWbBgAT/++CM6nY6xY8dSWFhIS0sLCQk= JKO3/pLkCDRkyhHXr1rF9+3Y8Hg9jxozh+PHjTJo0iYULF/4maOJKoAWB81NXU8fCBX8h946R5N= 5xO3EJ8cQnJdD3huuB1n2lFvw3yeNyc6S4hM0bN2Gz2X5TKICqqkRERBAZGYmqqixYsIDDhw+Tl= ZUVGuqvqrQQVFRUYDAYGDBgANu3bw8tJF0uF1ar9TflK4rC9OnTGTJkCHPnzmXVqlX06dOHn1p7= 01deeaXDxuWK+l/xqQSkxN3Swo6P/sVX+w/QvXt3MjIz6JSQQEREBD6fl4YLjZz5+WfKT5zAVmv= D6/X+pjAgtJuLi4sLAVRdXU1DQwO//PLL74Lm9/tpaWlhyZIlfPDBB2zevJmdO3fywgsvIISgpK= SEsrKyq9Y1nU7Hn//8Z3bt2sWPP/5IVlYWjY2NHDt2jJ49e3LTTTdx6NCh39RBnDhxQl577bW/a= 6wQAkWnoOpU9Hp9qAC3Gfl70dVGZrOZgQMHIoTAZrNx8uRJ/H4/gwcPZv/+/b/r5bi4OGJiYjhz= 5gx9+vTBZrPhcDjo168fmqZRVlZGY2PjVfVRFIW0tDR69erFhQsXaGxsxOfzcfr0aTIzM3G73Zw= +ffqKZ3ft2kVubi6iurpaTp48+VeN6/8FtfV3/40kpWTx4sX069fv/1uV/076XwVr1LpioFiFAA= AAAElFTkSuQmCC" width=3D"77" height=3D"28" alt=3D"" style=3D"margin-top:0.1= 5pt; margin-left:0pt; position:absolute" /> </td><td style=3D"w= idth:4.35pt; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertica= l-align:top"> </td><td colspan=3D"5" style=3D"width:343.3pt= ; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top= "><s= pan style=3D"font-family:'Times New Roman'; font-size:8pt; font-style:itali= c">Esta revista est=C3=A1 protegida bajo una licencia Creative Commons Atri= buci=C3=B3n-NoComercial-CompartirIgual 4.0 International. Copia de la licen= cia: <a href=3D"https://creativecommons.org/licenses/by-nc-sa/4.0/de= ed.es" style=3D"text-decoration:none">https://creativecommons.org/licenses/by-nc-sa/4.0/deed.es<= /a></td><td style=3D"border-bottom:0.75pt solid #000000; padding:0pt; v= ertical-align:top"></td><td style=3D"padding:0pt; vertical-align:top"></td>= </tr><tr><td colspan=3D"3" style=3D"width:88.45pt; padding:0pt 5.4pt; verti= cal-align:top">Palabr= as claves: Eye tracking, = publicidad emocional, percepci=C3=B3n de marca, neuromarketing, percepci=C3= =B3n visual.</td><td colspan=3D"2" style=3D"width:6.15pt; paddin= g:0pt 5.4pt; vertical-align:top"> </td><td colspan=3D"3" sty= le=3D"width:305.6pt; border-top:0.75pt solid #000000; border-bottom:0.75pt = solid #000000; padding:0pt 5.4pt; vertical-align:top">Resumen Intr= oducci=C3=B3n: el pres= ente estudio se centra en explorar el impacto del eye tracking en la publicidad emocional y su influencia en la percepci=C3=B3n de mar= ca en los contextos culturales de Espa=C3=B1a y Ecuador. Objetivos:<span= style=3D"font-family:'Times New Roman'"> analizar el impacto del <s= pan style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking= en la publicidad emoc= ional y su influencia en la percepci=C3=B3n de marca, comparando los contex= tos culturales de Espa=C3=B1a y Ecuador. Metodolog=C3=ADa: utilizando una metodolog=C3=ADa cualitativ= a, a trav=C3=A9s de la revisi=C3=B3n de estudios que emplearon el<sp= an style=3D"font-family:'Times New Roman'"> eye tracking como herramienta de neuromarketing, se analizaron las r= espuestas emocionales y visuales de los consumidores frente a diferentes es= t=C3=ADmulos publicitarios. Resultados: los resultados muestran que los elementos visuales emocionalm= ente resonantes captan mayor atenci=C3=B3n y favorecen la recordaci=C3=B3n = de la marca. Sin embargo, se evidencian diferencias culturales y contextual= es en la percepci=C3=B3n y respuesta emocional, lo que demuestra la importa= ncia de adaptar las campa=C3=B1as a los contextos en los que se implementen= . Co= nclusiones: la investi= gaci=C3=B3n concluye que, si bien el eye tracking es una he= rramienta eficaz para entender la atenci=C3=B3n visual y emocional en publi= cidad, su interpretaci=C3=B3n requiere de una evaluaci=C3=B3n contextualiza= da que considere las diversidades culturales y emocionales de los p=C3=BAbl= icos de cada pa=C3=ADs o regi=C3=B3n objeto de estudio. Por ello, se recomi= enda seguir desarrollando metodolog=C3=ADas integradas que combinen an=C3= =A1lisis cuantitativos y cualitativos para optimizar las estrategias public= itarias emocionales en los distintos mercados. =C3=81rea de estudio general:</s= pan> comunicaci=C3=B3n. </spa= n>=C3=81rea= de estudio espec=C3=ADfica: neuromarketing y publicidad. emocional. Tipo de art=C3=ADculo:<sp= an style=3D"font-family:'Times New Roman'"> revisi=C3=B3n bibliogr=C3=A1fic= a narrativa.</td><td style=3D"padding:0pt; vertical-align:top"><= /td></tr><tr><td colspan=3D"3" style=3D"width:88.45pt; padding:0pt 5.4pt; v= ertical-align:top">Keywords: Eye= tracking, emotional a= dvertising, brand perception= ,Neuromarketing, visual perc= eption.</td><td style=3D"width:3.85pt; padding:0pt 5.4pt; vertic= al-align:top"> </td><td colspan=3D"4" style=3D"width:307.9pt= ; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padd= ing:0pt 5.4pt; vertical-align:top">AbstractIntroduc= ci=C3=B3n: el presente= estudio se centra en explorar el impacto del eye tracking = en la publicidad emocional y su influencia en la percepci=C3=B3n de marca e= n los contextos culturales de Espa=C3=B1a y Ecuador. Objetivos: analizar el impacto del eye tracking</sp= an> en la publicidad emociona= l y su influencia en la percepci=C3=B3n de marca, comparando los contextos = culturales de Espa=C3=B1a y Ecuador. Metodolog=C3=ADa: utilizando una metodolog=C3=ADa cualitativa, a= trav=C3=A9s de la revisi=C3=B3n de estudios que emplearon el eye tracking como herramienta de neuromarketing, se analizaron las respu= estas emocionales y visuales de los consumidores frente a diferentes est=C3= =ADmulos publicitarios. Resultados: los resultados muestran que los elementos visuales emocionalmente= resonantes captan mayor atenci=C3=B3n y favorecen la recordaci=C3=B3n de l= a marca. Sin embargo, se evidencian diferencias culturales y contextuales e= n la percepci=C3=B3n y respuesta emocional, lo que demuestra la importancia= de adaptar las campa=C3=B1as a los contextos en los que se implementen. </= span>Conclu= siones: la investigaci= =C3=B3n concluye que si bien el eye tracking es una herrami= enta eficaz para entender la atenci=C3=B3n visual y emocional en publicidad= , su interpretaci=C3=B3n requiere de una evaluaci=C3=B3n contextualizada qu= e considere las diversidades culturales y emocionales de los p=C3=BAblicos = de cada pa=C3=ADs o regi=C3=B3n objeto de estudio. Por ello, se recomienda = seguir desarrollando metodolog=C3=ADas integradas que combinen an=C3=A1lisi= s cuantitativos y cualitativos para optimizar las estrategias publicitarias= emocionales en los distintos mercados. =C3=81rea de estudio general:<sp= an style=3D"font-family:'Times New Roman'"> comunicaci=C3=B3n. <span= style=3D"font-family:'Times New Roman'; font-weight:bold">=C3=81rea de est= udio espec=C3=ADfica: = neuromarketing y publicidad. emocional. Tipo de art=C3=ADculo: revisi=C3=B3n bibliogr=C3=A1fica narra= tiva.</td><td style=3D"padding:0pt; vertical-align:top"></td></t= r><tr style=3D"height:0pt"><td style=3D"width:61.3pt"></td><td style=3D"wid= th:15.15pt"></td><td style=3D"width:22.8pt"></td><td style=3D"width:14.65pt= "></td><td style=3D"width:2.3pt"></td><td style=3D"width:56.35pt"></td><td = style=3D"width:258pt"></td><td style=3D"width:2.05pt"></td><td style=3D"wid= th:3.75pt"></td></tr></table> 1. = Int= roducci=C3=B3nEn la era digital actual con el incremento de la saturaci=C3=B3n de = informaci=C3=B3n y la competencia entre marcas, tambi=C3=A9n aumenta la nec= esidad de comprender c=C3=B3mo los consumidores perciben los anuncios de pr= oductos y servicios. En este contexto, la tecnolog=C3=ADa de eye tracking emerge como una herramienta innovadora que permite rastrear = la atenci=C3=B3n visual de los espectadores al interactuar con est=C3=ADmul= os publicitarios. Sin embargo, la interrogante persiste: =C2=BFes realmente= el eye tracking</sp= an> una herramienta efectiva para descifrar = la percepci=C3=B3n de marca en diferentes contextos culturales, como en Esp= a=C3=B1a y Ecuador?En tal sentido se comprob=C3=B3 la relevancia de la publicidad = emocional en el marketing actual, en tanto, apelar a las emociones puede au= mentar la efectividad de los mensajes publicitarios y, en consecuencia, mej= orar la memoria y la fidelidad hacia las marcas (Borda et al., 2014). Sin embargo, muchos negocios= y empresas a=C3=BAn enfrentan el desaf=C3=ADo de entender qu=C3=A9 element= os emocionales activan a sus audiencias. Por ello el eye tracking, al constituir una herramienta integral, puede ofre= cer insights<= span style=3D"font-family:'Times New Roman'"> valiosos al revelar c=C3=B3mo los espectadores= se sienten atendidos o atra=C3=ADdos por distintos elementos visuales de s= us anuncios </spa= n>(Angarita & Torres, 202= 4).Inve= stigaciones previas sugieren que el eye tracking no solo mi= de la cantidad de atenci=C3=B3n que un anuncio recibe, sino que tambi=C3=A9= n permite analizar la duraci=C3=B3n de la atenci=C3=B3n en elementos espec= =C3=ADficos (Matthews et al., 2020). A trav=C3=A9s del estudio de la fijaci=C3=B3n visual y los movi= mientos oculares, se pueden identificar patrones que reflejan la conexi=C3= =B3n emocional de los consumidores con las marcas (Garc=C3=ADa, 2021). Sin embargo, la implementaci=C3=B3n de esta= tecnolog=C3=ADa en diferentes contextos culturales presenta desaf=C3=ADos,= dado que la percepci=C3=B3n de marca puede variar entre pa=C3=ADses y audi= encias (Barrientos et al.= , 2023).Los desaf=C3=ADos asociados con la aplicaci=C3=B3n del eye tracking en el marketing son numerosos. Por un lado, las diferencias cul= turales en la respuesta emocional pueden influir en c=C3=B3mo se perciben l= os anuncios y, por otro, la interpretaci=C3=B3n de los datos de<span= style=3D"font-family:'Times New Roman'"> eye tracking debe contextualizarse para ser verdaderamente =C3=BAtil.= Esto plantea una problem=C3=A1tica significativa, ya que identificar eleme= ntos universales en la publicidad puede ser complicado y la falta de una co= mprensi=C3=B3n profunda de estas diferencias culturales puede llevar a conc= lusiones err=C3=B3neas sobre la eficacia de una campa=C3=B1a.A medida que se busca= una comprensi=C3=B3n m=C3=A1s rica y matizada de c=C3=B3mo los consumidore= s en Espa=C3=B1a y Ecuador responden emocionalmente a los anuncios, este ar= t=C3=ADculo tiene como objetivo explorar el impacto del eye tracking en la publicidad emocional. Se pretende analizar c=C3=B3mo esta= tecnolog=C3=ADa revela la verdadera percepci=C3=B3n de las audiencias fren= te a productos y servicios, y si, efectivamente, puede considerarse una her= ramienta =C3=BAtil para las marcas en su b=C3=BAsqueda por conectar emocion= almente con sus consumidores. A trav=C3=A9s de un an=C3=A1lisis detallado d= e estos aspectos, se aspira a contribuir al desarrollo de estrategias publi= citarias m=C3=A1s efectivas en ambos pa=C3=ADses.1.2. Marco Te=C3=B3ricoEste apartado re=C3=BAne= los fundamentos conceptuales y los antecedentes cient=C3=ADficos relaciona= dos con el uso del eye tracking en el neuromarketing y la publicidad emocional. Se presentan las bas= es del seguimiento ocular, su evoluci=C3=B3n tecnol=C3=B3gica y su v=C3=ADn= culo con los procesos de percepci=C3=B3n y emoci=C3=B3n, adem=C3=A1s de una= revisi=C3=B3n de estudios realizados en Espa=C3=B1a y Ecuador, que permite= n comprender c=C3=B3mo los est=C3=ADmulos visuales influyen en la atenci=C3= =B3n y la percepci=C3=B3n de marca en distintos contextos culturales.</span= >1.= 2.1. Neuromarketing y<span= style=3D"font-family:'Times New Roman'; font-style:italic"> <s= pan style=3D"font-family:'Times New Roman'; font-style:italic">seguimiento = ocularD= e acuerdo con Angarita & Torres (20= 24) la t=C3=A9cnica del eye tracking = o seguimiento ocular t= iene sus ra=C3=ADces en los m=C3=A9todos primitivos de investigaci=C3=B3n e= mpleados en la psicolog=C3=ADa humana y la publicidad durante el siglo XIX.= No obstante fue en las =C3=BAltimas d=C3=A9cadas, particularmente desde lo= s a=C3=B1os noventa del siglo pasado, cuando se observ=C3=B3 un avance sign= ificativo tanto en el desarrollo tecnol=C3=B3gico como en sus aplicaciones = cient=C3=ADficas. En este contexto las neurociencias desempe=C3=B1aron un p= apel central en el an=C3=A1lisis del comportamiento humano frente a diversa= s interfaces, permitiendo una aproximaci=C3=B3n emp=C3=ADrica al estudio de= la cognici=C3=B3n y la emoci=C3=B3n. Para ello, se introdujo la lectura de= escaneo o rastreo visual:<a id=3D"_Int_LwBauAkj"><sp= an style=3D"font-family:'Times New Roman'">Rastreo visual: realizamos movim= ientos oculares a lo largo de todo nuestro campo visual, o de la parte que = nos interesa. En cada uno de los barridos oculares que realizamos, tratamos= de cotejar aquello que vemos con lo que estamos buscando.</a> Detendremos el barrido en cuanto r= econozcamos la informaci=C3=B3n que estamos buscando (Cabrera, 2003).</span= >Uno de los pr= imeros antecedentes documentados del uso del eye tracking e= n el =C3=A1mbito de la usabilidad fue propuesto por Fitts et al. (1950) quienes introdujeron conceptos que posteriorm= ente se integrar=C3=ADan en lo que hoy se conoce como ingenier=C3=ADa de la= usabilidad. M=C3=A1s adelante, otros trabajos sentaron las bases para la c= orrelaci=C3=B3n entre par=C3=A1metros oculom=C3=A9tricos como las fijacione= s y procesos cognitivos espec=C3=ADficos, constituy=C3=A9ndose como un hito= en la relaci=C3=B3n entre atenci=C3=B3n visual y procesamiento mental (Bro= m e= t al., 2016).</= p>Asimismo, invest= igaciones m=C3=A1s actuales como las de Calvo & Nummenmaa (2007) evidenciaron que el procesamiento emocional m= ediante rastreadores oculares constituye una ventaja evolutiva al facilitar= una respuesta r=C3=A1pida y adaptativa a est=C3=ADmulos ambientales releva= ntes. En este sentido el eye tracking = ;demostr=C3=B3 ser una= herramienta transversal, utilizada actualmente en diversos =C3=A1mbitos co= mo la psicolog=C3=ADa cognitiva, la inteligencia artificial, la educaci=C3= =B3n y, especialmente, el neuromarketing (De Oliveira et al., 2015), donde = se analiza la atenci=C3=B3n visual como predictor de comportamiento de cons= umo. El eye tracking fue = empleado no solo en contextos de publicidad emocional, sino tambi=C3=A9n en= la evaluaci=C3=B3n de dise=C3=B1o, ya que permite identificar patrones de = atenci=C3=B3n visual y optimizar la disposici=C3=B3n de los elementos gr=C3= =A1ficos (Guerrero, 2023).Hoy en d=C3=ADa se desarrollan innovaciones en la tecnol= og=C3=ADa del </s= pan>eye tr= acking <sp= an style=3D"font-family:'Times New Roman'">con el prop=C3=B3sito de captura= r movimientos oculares con una resoluci=C3=B3n temporal muy superior a la d= e los m=C3=A9todos tradicionales (Angar= ita & Torres, 2024). Esta capacidad de seguimiento en tiempo real y con= alta precisi=C3=B3n es crucial para explorar la publicidad emocional, ya q= ue los patrones de fijaci=C3=B3n de los consumidores pueden revelar reaccio= nes subconscientes a est=C3=ADmulos publicitarios. Al proporcionar acceso a= datos m=C3=A1s ricos y detallados sobre c=C3=B3mo las personas interact=C3= =BAan visualmente con la publicidad, el estudio brinda herramientas para un= an=C3=A1lisis m=C3=A1s profundo de la atenci=C3=B3n y las emociones en res= puesta a diferentes elementos publicitarios. Esto permite a los investigado= res y profesionales del marketing desarrollar estrategias m=C3=A1s efectiva= s que se alineen con las reacciones emocionales del p=C3=BAblico, maximizan= do as=C3=AD el impacto de sus campa=C3=B1as publicitarias (Zhao et al., 2023).1.2.2. </spa= n>Percepci= =C3=B3n, emociones y el eye trackingChinga & Alc=C3=ADvar (2025)&= #xa0;definen las emoci= ones como respuestas complejas que influyen en la percepci=C3=B3n y comport= amiento humano, desempe=C3=B1ando un papel crucial en la interacci=C3=B3n c= on el entorno. Estas respuestas est=C3=A1n relacionadas con procesos cognit= ivos que afectan c=C3=B3mo se experimentan y se gestionan los est=C3=ADmulo= s visuales, impactando as=C3=AD en la toma de decisiones y en la forma en q= ue los individuos se relacionan con su entorno. Los autores destacan que el= uso del eye tracking per= mite capturar de manera precisa los patrones de atenci=C3=B3n visual y la r= espuesta emocional ante est=C3=ADmulos.A trav=C3=A9s de la medici=C3=B3n de variab= les como la duraci=C3=B3n de las fijaciones y el di=C3=A1metro pupilar, se = puede observar c=C3=B3mo las emociones positivas y negativas influyen de ma= nera diferenciada en la atenci=C3=B3n visual. Por ejemplo, en sus experimen= taciones Chinga & Alc=C3=ADvar (202= 5) observaron que las im=C3=A1genes con= contenido negativo generaron una mayor duraci=C3=B3n promedio de fijaci=C3= =B3n, lo que sugiere que estos est=C3=ADmulos, aunque emocionalmente intens= os, inducen un procesamiento evaluativo m=C3=A1s profundo que las im=C3=A1g= enes positivas, las cuales, si bien resultan atractivas, no requieren el mi= smo grado de procesamiento cognitivo.De ah=C3=AD que se derive una implicaci=C3=B3= n metodol=C3=B3gica crucial: la aplicaci=C3=B3n del eye tracking debe ser ajustable a los contextos en los que se implementa para maxi= mizar su eficacia interpretativa (Retamosa et al., 2021). Las emociones no solo son estados transito= rios, sino que se configuran a partir de m=C3=BAltiples variables contextua= les como el entorno cultural, la familiaridad con el est=C3=ADmulo, la expe= riencia previa del usuario y la intencionalidad de la tarea. Por tanto, el = an=C3=A1lisis de los patrones oculomotores no puede ser interpretado de man= era aislada, sino que debe integrarse dentro de marcos te=C3=B3ricos y situ= acionales espec=C3=ADficos que consideren la variabilidad emocional como un= a constante inherente al comportamiento humano (Garc=C3=ADa, 2021; Chinga & Alc=C3=ADvar, 2025).En este sentido autor= es como Bradley et al.= (2008)<sp= an style=3D"font-family:'Times New Roman'"> se=C3=B1alaron que los est=C3=ADmulos afectivos = tienen la capacidad de modular tanto la atenci=C3=B3n sostenida como la res= puesta auton=C3=B3mica, lo que refuerza la necesidad de adaptar los protoco= los de <sp= an style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking<= /span> a las particularidades de cada grupo de= estudio. As=C3=AD, un dise=C3=B1o experimental aplicado en contextos educa= tivos, cl=C3=ADnicos o publicitarios deber=C3=A1 atender no solo a la valen= cia emocional del est=C3=ADmulo, sino tambi=C3=A9n al objetivo cognitivo y = afectivo del entorno donde se aplica (D= uque & V=C3=A1zquez, 2013).La sensibilidad del eye tracking an= te la variabilidad emocional constituye tanto una fortaleza como un desaf= =C3=ADo metodol=C3=B3gico. Si bien permite detectar matices relevantes en l= a atenci=C3=B3n visual, su eficacia depende en gran medida de la capacidad = del investigador para contextualizar adecuadamente los resultados. Esto imp= lica, por ejemplo, establecer umbrales de interpretaci=C3=B3n diferenciados= para poblaciones con diversas caracter=C3=ADsticas demogr=C3=A1ficas o cul= turales, o bien adaptar los est=C3=ADmulos visuales a referentes significat= ivos para los usuarios estudiados (Brom et al., 2016; Angarita & Torres, 2024).Seg=C3=BAn Vrtana & = Kri=C5=BEanova (2023) las apelaciones emocionales en la publicidad influyen= directamente en la atenci=C3=B3n y en el comportamiento de compra, lo que = permite dise=C3=B1ar campa=C3=B1as que generen una conexi=C3=B3n m=C3=A1s p= rofunda entre la marca y el consumidor. Complementariamente estudios como e= l de Balaskas & Rigou (2024) se=C3=B1alan que el uso de eye tracking</span= > en publicidad emocional per= miten identificar qu=C3=A9 componentes visuales, im=C3=A1genes o textos, ge= neran mayor atenci=C3=B3n y respuesta emocional, diferenciando entre apelac= iones positivas y negativas; muestran tambi=C3=A9n que el uso de t=C3=A9cni= cas de eye tracking permi= ten identificar con precisi=C3=B3n los elementos visuales que despiertan di= chas emociones, optimizando as=C3=AD el impacto de los anuncios. Esta infor= maci=C3=B3n facilita a los anunciantes ajustar el dise=C3=B1o de sus mensaj= es para maximizar el impacto en el target.Sin embargo la implementaci=C3=B3n del eye tracking en publicidad tambi=C3=A9n enfrenta diversos desaf=C3=ADos. Un reto sign= ificativo es la interpretaci=C3=B3n de datos, ya que no se trata solo de id= entificar qu=C3=A9 elementos son vistos, sino de comprender el contexto emo= cional detr=C3=A1s de esas fijaciones visuales (Chinga & Alc=C3=ADvar, = 2025; Barrientos et al., = 2023; Bradley et al., 200= 8). Adem=C3=A1s, las diferencias individuales en la percepci=C3=B3n emocion= al hacen que la estrategia de publicidad no pueda ser un enfoque de =E2=80= =9Ctalla =C3=BAnica=E2=80=9D. Es esencial que los dise=C3=B1adores y especi= alistas en marketing logren traducir los resultados del eye tracking en estrategias efectivas que tengan en cuenta la diversidad emo= cional de su audiencia, garantizando as=C3=AD un mensaje que resuene de man= era m=C3=A1s universal y eficaz.2. &#x= a0; Metodolog=C3=ADaEl presente trabajo parte de la perspectiva de una investiga= ci=C3=B3n cualitativa, de tipo y alcance exploratorio, en tanto busca compr= ender el impacto del&#= xa0;eye tracking </s= pan>en la publicidad emociona= l y su influencia en la percepci=C3=B3n de marca entre los p=C3=BAblicos de= Espa=C3=B1a y Ecuador. La elecci=C3=B3n de esta metodolog=C3=ADa responde = a la necesidad de analizar aspectos subjetivos, culturales y sociales que s= ubyacen de las respuestas emocionales a la publicidad y c=C3=B3mo estas var= =C3=ADan en diferentes contextos culturales. Lo anterior va a lineado con l= a propuesta metodol=C3=B3gica de Mercado et al.= (2019) quienes s= e=C3=B1alan la importancia de m=C3=A9todos cualitativos para entender la pe= rcepciones sociales y culturales en el mercado.El nivel de investigaci=C3=B3n es e= xploratorio, puesto que pretende identificar las principales tendencias, pe= rcepciones y diferencias en las respuestas a la publicidad emocional median= te el uso de </sp= an>eye tra= cking <spa= n style=3D"font-family:'Times New Roman'">en los dos pa=C3=ADses, sin busca= r generalizaci=C3=B3n estad=C3=ADstica (Mercado et al., 2019). Para ello se emple=C3=B3 un m=C3=A9to= do bibliogr=C3=A1fico y documental, seleccionando art=C3=ADculos, estudios = y publicaciones acad=C3=A9micas relevantes de los =C3=BAltimos cinco a=C3= =B1os, considerando la actualidad y pertinencia de esta =C3=A1rea de conoci= miento y, adem=C3=A1s, el incremento del inter=C3=A9s en el tema que se ref= lej=C3=B3 en ambos contextos.La selecci=C3=B3n de art=C3=ADculos publicados en bas= es de datos acad=C3=A9micas reconocidas, permite obtener una visi=C3=B3n va= riada y actualizada del impacto del eye tracking en publici= dad emocional. Los autores consideraron oportuno la comparaci=C3=B3n entre = contextos culturales distintos, como son los casos de Espa=C3=B1a y Ecuador= , debido a las diferencias en estilos de consumo, percepci=C3=B3n cultural = y respuesta emocional frente a la publicidad, aspectos que, de acuerdo con = Mercado et al.<spa= n style=3D"font-family:'Times New Roman'"> (2019) enriquecen la comprensi=C3=B3n del comport= amiento del consumidor en diferentes entornos sociales.3.</spa= n> ResultadosA partir de la revisi=C3=B3n sistem=C3= =A1tica de la literatura realizada por Bautista et al. (202= 3) se destaca c=C3=B3mo el eye tracking&#x= a0;se coloc=C3=B3 como= una herramienta efectiva dentro de la publicidad emocional para la obtenci= =C3=B3n de datos precisos sobre la atenci=C3=B3n visual de los consumidores= , incluyendo patrones de fijaci=C3=B3n y duraci=C3=B3n de la mirada. Una de= las novedades de este estudio frente a otros en el tema del eye tracking, es su enfoque en las =C3=A1reas cualitativas de la t=C3=A9c= nica, al considerar no solo los resultados cuantitativos de la atenci=C3=B3= n visual, sino tambi=C3=A9n los procesos cognitivos y emocionales asociados= a las decisiones de compra. Esta perspectiva ampl=C3=ADa el alcance del us= o de la herramienta, sugiriendo que no solamente se puede medir cu=C3=A1nta= atenci=C3=B3n recibe un anuncio, sino tambi=C3=A9n c=C3=B3mo los elementos= emocionales en la publicidad afectan la conexi=C3=B3n del consumidor con l= a marca. As=C3=AD, el art=C3=ADculo propone un marco te=C3=B3rico m=C3=A1s = completo que puede guiar futuras investigaciones en el campo de la publicid= ad emocional, ofreciendo orientaciones metodol=C3=B3gicas que podr=C3=ADan = enriquecer el dise=C3=B1o de campa=C3=B1as m=C3=A1s efectivas.<p= style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-si= ze:12pt">3= .1. An=C3=A1lisis comparado Espa=C3=B1a -= EcuadorSe analizaron los principales hallazgos derivados de la aplicaci=C3=B3n de= la herramienta del&#x= a0;= eye tracking </sp= an>para determinar la efectiv= idad de la publicidad emocional y su influencia en la percepci=C3=B3n de ma= rca, tomando como objeto de estudio a pa=C3=ADses cuyo contexto social, eco= n=C3=B3mico y cultural se diferencian: Espa=C3=B1a y Ecuador.3.= 1.1. Espa=C3=B1a<spa= n style=3D"font-family:'Times New Roman'">En Espa=C3=B1a el reciente estudi= o de G=C3=B3mez et al.= (2024)<sp= an style=3D"font-family:'Times New Roman'"> se centr=C3=B3 en la atenci=C3=B3n visual de los= consumidores hacia anuncios de enoturismo en Facebook. Al emplear herramie= ntas de <s= pan style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking= , los investigadores p= udieron cuantificar de manera precisa c=C3=B3mo los usuarios dirigen su mir= ada hacia diferentes est=C3=ADmulos visuales e identificar qu=C3=A9 element= os generan una mejor respuesta emocional. Esto permiti=C3=B3 identificar lo= s mecanismos subyacentes que influyen en la atenci=C3=B3n y el recuerdo de = marca, as=C3=AD como el nivel de implicaci=C3=B3n emocional que los p=C3=BA= blicos experimentan al interactuar con la publicidad.= Los hallazgos indicaron que l= as im=C3=A1genes de personas evocan una mayor atenci=C3=B3n y un mejor recu= erdo en comparaci=C3=B3n con los anuncios que conten=C3=ADan paisajes y bod= egas. Esta informaci=C3=B3n sugiere que el dise=C3=B1o de los anuncios que = considera a las emociones se vuelve esencial para influir en la percepci=C3= =B3n de la marca, ya que la atenci=C3=B3n sostenida hacia anuncios emociona= lmente resonantes se traduce en una mayor lealtad y reconocimiento de la ma= rca. Al demostrar c=C3=B3mo la atenci=C3=B3n visual se relaciona con el rec= uerdo y las emociones inducidas, este estudio resalta la importancia del</s= pan> eye tracking<s= pan style=3D"font-family:'Times New Roman'"> como herramienta para desarrollar estrategias p= ublicitarias m=C3=A1s efectivas que impacten positivamente en la percepci= =C3=B3n de marca de los p=C3=BAblicos.Por su parte G=C3=B3mez-Carmona <span= style=3D"font-family:'Times New Roman'; font-style:italic">et al<sp= an style=3D"font-family:'Times New Roman'">. (2022) </sp= an>emplearon la metodolog=C3= =ADa de <s= pan style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking= para analizar c=C3=B3mo los consumidor= es responden a diferentes tipos de mensajes publicitarios, especialmente en= el =C3=A1rea de la publicidad emocional. Al registrar los movimientos ocul= ares de los participantes, se obtuvo informaci=C3=B3n detallada sobre qu=C3= =A9 elementos del anuncio captan la atenci=C3=B3n y c=C3=B3mo var=C3=ADa es= to seg=C3=BAn la apelaci=C3=B3n emocional del mensaje (agradable, neutral o= desagradable). Esto favoreci=C3=B3 para que los investigadores y profesion= ales del marketing pudieran identificar qu=C3=A9 caracter=C3=ADsticas del a= nuncio generan una respuesta emocional y que, en =C3=BAltima instancia, pue= den influir en la percepci=C3=B3n de la marca. La capacidad del<span= style=3D"font-family:'Times New Roman'"> eye tracking para medir la atenci=C3=B3n visual y el procesamiento de= informaci=C3=B3n en tiempo real garantiza una comprensi=C3=B3n m=C3=A1s pr= ofunda del impacto emocional de los anuncios en la audiencia.Los hallazgos del est= udio destacan que los est=C3=ADmulos textuales de apelaci=C3=B3n negativa g= eneran una mayor atenci=C3=B3n, especialmente entre consumidores con alta p= reocupaci=C3=B3n por el medio ambiente. Esto sugiere que la carga emocional= de un mensaje puede ser un factor determinante en su efectividad, lo que t= iene implicaciones directas para las estrategias de publicidad emocional. E= n conclusi=C3=B3n, al entender c=C3=B3mo los diferentes segmentos de la aud= iencia responden a los est=C3=ADmulos emocionales, las marcas pueden dise= =C3=B1ar campa=C3=B1as m=C3=A1s efectivas que no solo capten la atenci=C3= =B3n, sino que tambi=C3=A9n mejoren la conexi=C3=B3n emocional con el p=C3= =BAblico, influenciando as=C3=AD su percepci=C3=B3n de la marca de manera p= ositiva.Rajas <sp= an style=3D"font-family:'Times New Roman'; font-style:italic">et al.= (2022) en su estudio introduce una novedad en= materia cient=C3=ADfica, en tanto, complementa herramientas tecnol=C3=B3gi= cas avanzadas como el&= #xa0;eye tracking </= span>con el empleo de otra me= todolog=C3=ADa, la codificaci=C3=B3n facial, para analizar las respuestas e= motivas y cognitivas de los espectadores sobre los anuncios de Heineken uti= liza. Al medir en tiempo real la atenci=C3=B3n visual y las micro expresion= es, los investigadores pueden obtener datos objetivos sobre c=C3=B3mo ciert= os elementos visuales y narrativos impactan la percepci=C3=B3n emocional de= l espectador. Estos m=C3=A9todos permitieron identificar no solo qu=C3=A9 p= artes del anuncio capturan m=C3=A1s atenci=C3=B3n, sino tambi=C3=A9n c=C3= =B3mo estas representaciones evocan emociones que pueden influir en la memo= ria y la intenci=C3=B3n de compra, lo que es esencial para la publicidad em= ocional.Los hallazgos del estudio indicaron que las emociones predominantes en los= anuncios analizados son la alegr=C3=ADa y la sorpresa, lo que sugiere que = las campa=C3=B1as publicitarias que logran conectar emocionalmente con el c= onsumidor son m=C3=A1s efectivas en la promoci=C3=B3n de la marca. La inves= tigaci=C3=B3n revela que los elementos visuales asociados a la pandemia, co= mo el uso de mascarillas y saludos a distancia, son reconocidos y resuenan = emocionalmente con el p=C3=BAblico. Este enfoque sugiere que el uso de</spa= n> eye tracking<span= style=3D"font-family:'Times New Roman'"> en la publicidad emocional no solo mejora la compr= ensi=C3=B3n de las respuestas del consumidor, sino que tambi=C3=A9n puede g= uiar a las marcas en la creaci=C3=B3n de contenido que fortalezca su conexi= =C3=B3n emocional con el p=C3=BAblico, impactando as=C3=AD de manera signif= icativa en la percepci=C3=B3n de marca.Retamosa et al. (2021)</spa= n> realizaron un estudio sobre el etiquetado d= e botellas de vino, que incorpora la tecnolog=C3=ADa de eye tracking para entender el impacto de los elementos visuales en la public= idad emocional. Al utilizar esta herramienta del neuromarketing, los invest= igadores pudieron identificar las =C3=A1reas de atenci=C3=B3n en las etique= tas que atraen m=C3=A1s a los consumidores, proporcionando datos objetivos = sobre c=C3=B3mo los dise=C3=B1os afectan la percepci=C3=B3n del consumidor.= Los hallazgos del estudio resaltan que las zonas superiores y centrales de= las etiquetas capturan significativamente la atenci=C3=B3n, correlacion=C3= =A1ndose con un mayor inter=C3=A9s por parte de los consumidores.</p= >Estos datos fuero= n fundamentales para entender el papel del dise=C3=B1o y del dise=C3=B1ador= dentro de la publicidad emocional, que se basa en la creaci=C3=B3n de cone= xiones significativas entre el consumidor y la marca; y habla de la importa= ncia que tiene cada una de las fases de las estrategias de marketing para c= onseguir la atenci=C3=B3n e intenci=C3=B3n de marca de determinado consumid= or. Al comprender qu=C3=A9 elementos visuales logran despertar una respuest= a emocional positiva, las marcas pueden dise=C3=B1ar su publicidad de maner= a m=C3=A1s efectiva, fomentando un v=C3=ADnculo emocional que influya en la= percepci=C3=B3n de marca y en la decisi=C3=B3n de compra. Este enfoque pro= porciona un camino claro hacia la mejora de campa=C3=B1as publicitarias que= se alineen mejor con las inclinaciones y reacciones emocionales de los con= sumidores.Ni=C3=B1o </sp= an>et al.<= /span> (2019) tambi=C3=A9n combinaron el uso del eye tracking con otros m=C3=A9todos y tecnolog=C3=ADas como la Respuest= a Galv=C3=A1nica de la Piel (GSR) y el an=C3=A1lisis de expresi=C3=B3n facial, para evaluar c=C3= =B3mo los individuos responden a la publicidad dentro de los videojuegos. A= l clasificar a los participantes seg=C3=BAn sus patrones de personalidad y = observar sus respuestas a est=C3=ADmulos publicitarios, se obtiene informac= i=C3=B3n valiosa sobre los aspectos emocionales de la publicidad y su efect= ividad. Esta combinaci=C3=B3n metodol=C3=B3gica posibilit=C3=B3 medir la at= enci=C3=B3n visual, pero tambi=C3=A9n captar las emociones generadas por la= publicidad en un contexto din=C3=A1mico como es el de los videojuegos, don= de la originalidad y la interacci=C3=B3n son clave para activar la percepci= =C3=B3n de marca.Los hallazgos de este estudio demostraron que los patrones de per= sonalidad pueden influir significativamente en la forma en que los jugadore= s perciben y recuerdan los anuncios, lo que destaca la importancia de perso= nalizar estrategias publicitarias en funci=C3=B3n de las caracter=C3=ADstic= as psicol=C3=B3gicas del p=C3=BAblico objetivo, esto en el contexto de la p= ublicidad emocional. La ausencia de diferencias significativas en diferente= s variables de expresi=C3=B3n facial, combinada con la identificaci=C3=B3n = de patrones visuales distintos seg=C3=BAn el g=C3=A9nero, sugiere que los a= nunciantes deben considerar tanto las variables biom=C3=A9tricas como los r= asgos de personalidad al dise=C3=B1ar campa=C3=B1as. En conjunto, estos res= ultados ofrecen un marco pr=C3=A1ctico para entender c=C3=B3mo la metodolog= =C3=ADa del </spa= n>eye trac= king <span= style=3D"font-family:'Times New Roman'">puede ser utilizada para optimizar= las campa=C3=B1as emocionales y, en =C3=BAltima instancia, mejorar la perc= epci=C3=B3n de la marca en el =C3=A1mbito de la publicidad (como se muestra= en la Tabla 1).</p= >= Tabla 1Hallazgos comparativos del Eye tracking en publicidad emo= cional en Espa=C3=B1a<table style=3D"width:100%; margin-bottom:0= pt; padding:0pt; border-collapse:collapse"><tr><td style=3D"width:16.04%; b= order-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding= :0pt 5.4pt; vertical-align:top">Publicaciones y Autores</td><td style=3D"width:13.= 3%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; pa= dding:0pt 5.4pt; vertical-align:top">T=C3=A9cnica de investigaci=C3=B3n</td><td st= yle=3D"width:11.26%; border-top:0.75pt solid #000000; border-bottom:0.75pt = solid #000000; padding:0pt 5.4pt; vertical-align:top">Criterios medidos</td><td st= yle=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt s= olid #000000; padding:0pt 5.4pt; vertical-align:top">Producto analizado</td><td st= yle=3D"width:21.9%; border-top:0.75pt solid #000000; border-bottom:0.75pt s= olid #000000; padding:0pt 5.4pt; vertical-align:top">Hallazgos</td><td style=3D"wi= dth:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000= 000; padding:0pt 5.4pt; vertical-align:top">Emoci=C3=B3n asociada</td><td style=3D= "width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #= 000000; padding:0pt 5.4pt; vertical-align:top">Muestra utilizada</td></tr><tr><td = style=3D"width:16.04%; border-top:0.75pt solid #000000; border-bottom:0.75p= t solid #000000; padding:0pt 5.4pt; vertical-align:top">Eficacia publicitaria en Facebook: Un= estudio de eye-tracking aplicado al enoturismo-G=C3=B3mez et al. (2024)</p= ></td><td style=3D"width:13.3%; border-top:0.75pt solid #000000; border-bot= tom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Eye tracking</td= ><td style=3D"width:11.26%; border-top:0.75pt solid #000000; border-bottom:= 0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Publicidad de enoturismo en Facebook</td>= <td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.= 75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Atenci=C3=B3n visual, recuerdo, implicaci=C3=B3n emoci= onal</td><td style=3D"width:21.9%; border-top:0.75pt solid #0000= 00; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:t= op"><span= style=3D"font-family:'Times New Roman'">Im=C3=A1genes de personas generan = mayor atenci=C3=B3n y recuerdo, reforzando percepci=C3=B3n positiva de marc= a.</td><td style=3D"width:12.5%; border-top:0.75pt solid #000000= ; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top= ">Empat=C3=ADa/ Afinidad</t= d><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:= 0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">60 participan= tes en Espa=C3=B1a, usuarios de redes sociales.</td></tr><tr><td= style=3D"width:16.04%; border-top:0.75pt solid #000000; border-bottom:0.75= pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Influencia de la apelaci=C3=B3n del = mensaje en la atenci=C3=B3n. Un estudio de eye-tracking -G=C3=B3mez-Carmona et al.= (2022)</td><td style=3D"width:13.3%; border-top:0.75pt solid #0= 00000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-alig= n:top"><s= pan style=3D"font-family:'Times New Roman'; font-style:italic">Eye tracking= </td><td style=3D"width:11.26%; border-top:0.75pt solid #000000;= border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"= >Mensajes publicitarios con carga emoc= ional</td><td style=3D"width:12.5%; border-top:0.75pt solid #000= 000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:= top"><spa= n style=3D"font-family:'Times New Roman'">Atenci=C3=B3n visual, carga emoci= onal</td><td style=3D"width:21.9%; border-top:0.75pt solid #0000= 00; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:t= op"><span= style=3D"font-family:'Times New Roman'">Mensajes con carga emocional negat= iva atraen mayor atenci=C3=B3n, especialmente en temas sociales.= </td><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bott= om:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Preocupaci=C3=B3n/ Activaci=C3=B3n emocional nega= tiva</td><td style=3D"width:12.5%; border-top:0.75pt solid #0000= 00; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:t= op"><span= style=3D"font-family:'Times New Roman'">80 estudiantes univers= itarios en Espa=C3=B1a.</td></tr><tr><td style=3D"width:16.04%; = border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; paddin= g:0pt 5.4pt; vertical-align:top">An=C3=A1lisis cognitivo-emocional de anuncios de Heineken du= rante la COVID-19-Rajas et al. (2022)</td><td style=3D"width:13.3%; bor= der-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0= pt 5.4pt; vertical-align:top">Eye tracking + codificaci=C3=B3n facial</td><td style=3D"width:11.26%; bord= er-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0p= t 5.4pt; vertical-align:top">Anuncios = de Heineken</td><td style=3D"width:12.5%; border-top:0.75pt soli= d #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-= align:top">Emociones (alegr=C3=ADa, so= rpresa), atenci=C3=B3n visual</td><td style=3D"width:21.9%; bord= er-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0p= t 5.4pt; vertical-align:top">Emociones= como alegr=C3=ADa y sorpresa predominan, fortaleciendo la conexi=C3=B3n em= ocional con el espectador.</td><td style=3D"width:12.5%; border-= top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5= .4pt; vertical-align:top">Alegr=C3=ADa= / Sorpresa</td><td style=3D"width:12.5%; border-top:0.75pt solid= #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-a= lign:top">50 espectadores en Espa=C3=B1a durante la pandemia.</= td></tr><tr><td style=3D"width:16.04%; border-top:0.75pt solid #000000; bor= der-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">An=C3=A1lisis con </s= pan>eye tr= acking del etiquetado = de botellas de vino -Retamosa et al. (2021)</td><td style=3D"width:13.3= %; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; pad= ding:0pt 5.4pt; vertical-align:top">Eye tracking</td><td style=3D"width:11.26%; bor= der-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0= pt 5.4pt; vertical-align:top">Etiqueta= s de botellas de vino</td><td style=3D"width:12.5%; border-top:0= .75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt;= vertical-align:top">Zonas de atenci= =C3=B3n, inter=C3=A9s visual</td><td style=3D"width:21.9%; borde= r-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt= 5.4pt; vertical-align:top">Zonas supe= riores de etiquetas captan mayor atenci=C3=B3n visual, influyendo en intenc= i=C3=B3n de compra.</td><td style=3D"width:12.5%; border-top:0.7= 5pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; v= ertical-align:top">Inter=C3=A9s/ Atrac= ci=C3=B3n visual</td><td style=3D"width:12.5%; border-top:0.75pt= solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vert= ical-align:top">40 consumidores en feria de vinos (Espa=C3=B1a).</p= ></td></tr><tr><td style=3D"width:16.04%; border-top:0.75pt solid #000000; = border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">= Publicidad en vide= ojuegos: an=C3=A1lisis exploratorio con expresi=C3=B3n facial, GSR y </span= >eye track= ing-Ni= =C3=B1o et al. (2019)</td><td style=3D"width:13.3%; border-top:0= .75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt;= vertical-align:top">Eye tracking + GSR += expresi=C3=B3n facial</td><td style=3D"width:11.26%; border-top= :0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4p= t; vertical-align:top">Publicidad en v= ideojuegos</td><td style=3D"width:12.5%; border-top:0.75pt solid= #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-a= lign:top">Atenci=C3=B3n visual, emocio= nes, patrones de personalidad</td><td style=3D"width:21.9%; bord= er-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0p= t 5.4pt; vertical-align:top">Perfiles = de personalidad y g=C3=A9nero modifican la respuesta emocional en videojueg= os; se recomienda personalizaci=C3=B3n.</td><td style=3D"width:1= 2.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; = padding:0pt 5.4pt; vertical-align:top">Inter=C3=A9s / Afinidad seg=C3=BAn perfil emocional</td><td sty= le=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt so= lid #000000; padding:0pt 5.4pt; vertical-align:top">100 jugadores espa=C3=B1oles clasificados por per= fil psicol=C3=B3gico.</td></tr></table> 3.1.2.<= /span> EcuadorEl reciente estudio de Chinga & Alc= =C3=ADvar = (2025) desde Ecuador aportan = datos interesantes sobre el impacto del eye tracking en la = publicidad emocional, al evidenciar c=C3=B3mo las respuestas psicol=C3=B3gi= cas a distintos est=C3=ADmulos visuales influyen en la atenci=C3=B3n y la p= ercepci=C3=B3n de marca. A trav=C3=A9s de una metodolog=C3=ADa que involucr= =C3=B3 la medici=C3=B3n de variables como la duraci=C3=B3n de fijaciones y = el di=C3=A1metro de la pupila en respuesta a im=C3=A1genes emocionales, los= hallazgos indicaron que las im=C3=A1genes negativas generan una atenci=C3= =B3n m=C3=A1s intensa, sugiriendo que los anunciantes deben considerar el t= ipo de emociones que evocan sus campa=C3=B1as. Esta comprensi=C3=B3n puede = guiar estrategias publicitarias para maximizar el inter=C3=A9s y la conexi= =C3=B3n emocional con el consumidor, esencial en un entorno donde la atenci= =C3=B3n es un recurso dif=C3=ADcil de lograr e imprescindible dentro de la = publicidad emocional.Sin embargo, el art=C3=ADculo tambi=C3=A9n plantea varios ret= os en la implementaci=C3=B3n del eye tracking en la publici= dad emocional. Uno de los principales desaf=C3=ADos radica en el costo y la= complejidad de la tecnolog=C3=ADa, lo que podr=C3=ADa limitar su uso en ca= mpa=C3=B1as m=C3=A1s peque=C3=B1as o en empresas emergentes. Adem=C3=A1s, l= a variabilidad en las respuestas emocionales de diferentes p=C3=BAblicos su= giere que no todas las emociones o est=C3=ADmulos generar=C3=A1n el mismo i= mpacto en los consumidores, lo que plantea la necesidad de realizar estudio= s espec=C3=ADficos que consideren el contexto cultural y demogr=C3=A1fico a= l desarrollar contenido publicitario. Esferas como la =C3=A9tica en la mani= pulaci=C3=B3n emocional en la publicidad tambi=C3=A9n son cuestiones cr=C3= =ADticas que deben ser abordadas, seg=C3=BAn los autores.Vasco et al. (2024) </sp= an>se centraron en medir los = arquetipos de marca que generan mayor impacto visual mediante el uso de la = herramienta del <= /span>eye = tracking. El estudio n= o solo proporcion=C3=B3 datos cuantitativos sobre la retenci=C3=B3n de aten= ci=C3=B3n, sino que tambi=C3=A9n permiti=C3=B3 identificar patrones en la r= espuesta emocional ante elementos visuales espec=C3=ADficos tales como los = rostros humanos en las im=C3=A1genes; los colores empleados; la incorporaci= =C3=B3n de diversos arquetipos de marca, como h=C3=A9roes, cuidadores, aman= tes, hombre corriente, explorador, inocentes, magos y sabios, entre otros; = y muy importante los s=C3=ADmbolos asociados a esos arquetipos anteriorment= e mencionados.Los resultados del estudio evidencian que existe una relaci=C3=B3n d= irecta entre las caracter=C3=ADsticas visuales de las marcas y su capacidad= para resonar emocionalmente con los consumidores, destacando la importanci= a de alinear los elementos visuales con las expectativas y necesidades del = p=C3=BAblico objetivo. Asimismo, se comprueba que ciertos arquetipos genera= n un mayor enganche y reconocimiento, lo que significa que la publicidad em= ocional puede ser dise=C3=B1ada m=C3=A1s eficazmente al incorporar estos el= ementos que garantizan la atenci=C3=B3n. Adem=C3=A1s, los insights obtenidos sobre las emociones evocadas por distintos elementos visu= ales ofrecen una valiosa base para optimizar las estrategias de marketing, = permitiendo a las marcas activar la percepci=C3=B3n en el consumidor. De es= ta manera, el uso del&= #xa0;eye tracking </= span>se posiciona como un com= ponente esencial para la formulaci=C3=B3n de campa=C3=B1as publicitarias qu= e buscan maximizar la conexi=C3=B3n emocional con la audiencia.<= p style=3D"margin-bottom:10pt; text-align:justify; line-height:115%; font-s= ize:12pt">El estudio de Arreg= ui = et al. (2023) represen= ta un valioso aporte en el campo del neuromarketing al analizar c=C3=B3mo l= as emociones, la atenci=C3=B3n y la percepci=C3=B3n de marca se relacionan = con la publicidad y degustaci=C3=B3n de cervezas. La investigaci=C3=B3n com= bin=C3=B3 t=C3=A9cnicas biom=C3=A9tricas como Eye t= racking y Electroencefalograf=C3=ADa (EEG) junto con encuestas, lo cual permiti=C3=B3 medir = variables como el inter=C3=A9s, la relajaci=C3=B3n, la atenci=C3=B3n visual= , el enganche emocional y el reconocimiento de marca. Entre los principales= hallazgos destaca que la marca Club gener=C3=B3 emociones positivas, estados de relajaci=C3=B3n y m= ayor conexi=C3=B3n emocional, mientras que Pilsener capt=C3=B3 una atenci= =C3=B3n visual m=C3=A1s intensa. El dise=C3=B1o del anuncio y el producto f= ueron los est=C3=ADmulos visuales que mayor atenci=C3=B3n generaron, eviden= ciando la importancia del contenido visual en la construcci=C3=B3n de posic= ionamiento emocional.Este estudio demuestra c=C3=B3mo el uso de herramientas de ne= uromarketing permite optimizar estrategias publicitarias basadas en la acti= vaci=C3=B3n emocional del consumidor, especialmente en sectores altamente c= ompetitivos como el de bebidas. Los resultados refuerzan la necesidad de al= inear los est=C3=ADmulos publicitarios con los atributos sensoriales que el= consumidor percibe de forma emocional, como el sabor, la ligereza y la est= =C3=A9tica visual del producto. Adem=C3=A1s, el art=C3=ADculo subraya el va= lor de integrar metodolog=C3=ADas cuantitativas y biom=C3=A9tricas para obt= ener una comprensi=C3=B3n m=C3=A1s profunda de la percepci=C3=B3n de marca.= En el contexto ecuatoriano, estos hallazgos ofrecen una base s=C3=B3lida p= ara desarrollar campa=C3=B1as que conecten emocionalmente con el consumidor= , potenciando la preferencia de marca en funci=C3=B3n de c=C3=B3mo se sient= e y no solo de lo que se dice.Pinargote-Su=C3=A1rez & Vaca-C=C3=A1rdenas</span= > (2023) e= mplearon el </spa= n>eye trac= king <span= style=3D"font-family:'Times New Roman'">para capturar datos sobre c=C3=B3m= o los usuarios interact=C3=BAan visualmente con interfaces digitales, lo cu= al fue crucial para entender no solo la atenci=C3=B3n que atraen diversos e= lementos emocionales en la publicidad, sino tambi=C3=A9n c=C3=B3mo estas in= teracciones impactan en la percepci=C3=B3n del usuario respecto a una marca= . Los datos capturados demostraron que la atenci=C3=B3n visual puede variar= en funci=C3=B3n de la presentaci=C3=B3n de los anuncios en el grado en que= consideran a las emociones, generando una respuesta m=C3=A1s o menos posit= iva hacia la marca. Una novedad que ofrece este estudio en comparaci=C3=B3n con ot= ros previos es la aplicaci=C3=B3n pr=C3=A1ctica del eye tracking en un contexto de dise=C3=B1o web, demostrando c=C3=B3mo la atenci=C3= =B3n visual a diferentes elementos de la interfaz puede influir en la exper= iencia del usuario y esto, a su vez, en sus emociones. Adem=C3=A1s, proporc= iona recomendaciones espec=C3=ADficas para mejorar el dise=C3=B1o de la int= erfaz con base en los datos obtenidos, lo que puede enriquecer futuras inve= stigaciones en el =C3=A1mbito de la publicidad emocional y su relaci=C3=B3n= con la percepci=C3=B3n de marca.Acosta & Alc=C3=ADvar (2024)&#x= a0;tambi=C3=A9n emplea= ron el <sp= an style=3D"font-family:'Times New Roman'; font-style:italic">eye tracking<= /span> para evaluar la interacci=C3=B3n del us= uario con la plataforma web de una cooperativa de ahorro y cr=C3=A9dito. Al= identificar la carga cognitiva y los patrones de atenci=C3=B3n de diferent= es grupos etarios, el estudio permite comprender c=C3=B3mo las variaciones = en la carga emocional influyen en la percepci=C3=B3n del usuario. La forma = en que los p=C3=BAblicos interact=C3=BAan visualmente con los anuncios pued= e afectar su respuesta emocional y, en consecuencia, su percepci=C3=B3n de = la marca. De esta manera, la investigaci=C3=B3n proporciona un modelo sobre= c=C3=B3mo adaptar los elementos visuales de la publicidad para maximizar e= l impacto emocional en diferentes segmentos de audiencia.La novedad que ofrece est= e art=C3=ADculo radica en su atenci=C3=B3n particular hacia la segmentaci= =C3=B3n etaria y sus efectos en la carga cognitiva, lo que no es com=C3=BAn= en estudios previos centrados en eye tracking y publicidad= emocional. Mientras que muchas investigaciones abordan c=C3=B3mo el= eye tracking ayuda a identificar qu=C3=A9 elementos visuales reci= ben m=C3=A1s atenci=C3=B3n, la perspectiva de Acosta & Alc=C3=ADvar</sp= an> (2024) se centra en c=C3=B3mo la carga cognitiva y las diferencias generacional= es introducen variables adicionales para entender no solo qu=C3=A9 se ve, s= ino c=C3=B3mo se siente y se procesa la informaci=C3=B3n. Esto podr=C3=ADa = facilitar a las marcas el desarrollo de estrategias publicitarias m=C3=A1s = efectivas que consideren las din=C3=A1micas emocionales asociadas a diferen= tes grupos etarios, lo cual es b=C3=A1sico en el mundo del marketing (como = se muestra en la Tabla 2).= Tabla 2Hallazgos comparativos del eye tracking en publ= icidad emocional en Ecuador<table style=3D"width:100%; margin-bo= ttom:0pt; padding:0pt; border-collapse:collapse"><tr><td style=3D"width:16.= 04%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; p= adding:0pt 5.4pt; vertical-align:top">Publicaciones y Autores</td><td style=3D"wid= th:13.3%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000= 00; padding:0pt 5.4pt; vertical-align:top">T=C3=A9cnica de investigaci=C3=B3n</td>= <td style=3D"width:11.26%; border-top:0.75pt solid #000000; border-bottom:0= .75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><spa= n style=3D"font-family:'Times New Roman'">Criterios medidos</td>= <td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.= 75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><span= style=3D"font-family:'Times New Roman'">Producto analizado</td>= <td style=3D"width:21.9%; border-top:0.75pt solid #000000; border-bottom:0.= 75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><span= style=3D"font-family:'Times New Roman'">Hallazgos</td><td style= =3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt soli= d #000000; padding:0pt 5.4pt; vertical-align:top">Emoci=C3=B3n asociada</td><td st= yle=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt s= olid #000000; padding:0pt 5.4pt; vertical-align:top">Muestra utilizada</td></tr><t= r><td style=3D"width:16.04%; border-top:0.75pt solid #000000; border-bottom= :0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Registro y an=C3=A1lisis de emociones a partir de d= atos obtenidos desde el eye tracking -Chinga &a= mp; Alc=C3=ADvar (2025)</td><td style=3D"width:13.3%; border-top= :0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4p= t; vertical-align:top">Eye tracking</td><td style=3D"width:11.26%; border-top:0.75p= t solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; ver= tical-align:top">Duraci=C3=B3n de fija= ci=C3=B3n, di=C3=A1metro pupilar</td><td style=3D"width:12.5%; b= order-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding= :0pt 5.4pt; vertical-align:top">Im=C3= =A1genes emocionales para campa=C3=B1as publicitarias</td><td st= yle=3D"width:21.9%; border-top:0.75pt solid #000000; border-bottom:0.75pt s= olid #000000; padding:0pt 5.4pt; vertical-align:top">Im=C3=A1genes negativas inducen fijaciones prolongadas; dest= aca el desaf=C3=ADo del costo tecnol=C3=B3gico.</td><td style=3D= "width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #= 000000; padding:0pt 5.4pt; vertical-align:top">Inter=C3=A9s / Evaluaci=C3=B3n emocional negativa</td><= td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:0.7= 5pt solid #000000; padding:0pt 5.4pt; vertical-align:top">50 ecuatorianos,= divididos por edad y g=C3=A9nero.</td></tr><tr><td style=3D"wid= th:16.04%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000= 000; padding:0pt 5.4pt; vertical-align:top">Impacto de los elementos visuales de arquetipos de marca mediante </s= pan>eye tr= acking -Vasco et al. (2024)</td><td style=3D"width:13.3%; bor= der-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0= pt 5.4pt; vertical-align:top">Eye tracking</td><td style=3D"width:11.26%; border-to= p:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4= pt; vertical-align:top">Atenci=C3=B3n = visual, conexi=C3=B3n emocional</td><td style=3D"width:12.5%; bo= rder-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:= 0pt 5.4pt; vertical-align:top">Element= os visuales con arquetipos de marca</td><td style=3D"width:21.9%= ; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padd= ing:0pt 5.4pt; vertical-align:top">Arq= uetipos de marca como h=C3=A9roes y cuidadores aumentan la conexi=C3=B3n em= ocional y el recuerdo.</td><td style=3D"width:12.5%; border-top:= 0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt= ; vertical-align:top">Empat=C3=ADa / I= dentificaci=C3=B3n</td><td style=3D"width:12.5%; border-top:0.75= pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; ve= rtical-align:top">60 participantes en Ecuador evaluando arquetipos.= </td></tr><tr><td style=3D"width:16.04%; border-top:0.75pt solid #00000= 0; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:to= p">An=C3=A1lisis de posicionamiento de= las marcas de cerveza l=C3=ADderes en Ecuador, desdeel punto de vista del neuromarketing -Arregui </s= pan>et al.= (2023)</td= ><td style=3D"width:13.3%; border-top:0.75pt solid #000000; border-bottom:0= .75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Eye tracking, EEG </td><td style=3D"width:11.= 26%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; p= adding:0pt 5.4pt; vertical-align:top">= Publicidad y degustaci=C3=B3n de cervezas Club, Pilsener y Biela= </td><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bott= om:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"> </td><td style=3D"width:21.9%; b= order-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding= :0pt 5.4pt; vertical-align:top">Club g= ener=C3=B3 emociones positivas, inter=C3=A9s y relajaci=C3=B3n; Pilsener de= stac=C3=B3 en atenci=C3=B3n y enganche; el producto fue el elemento visual = m=C3=A1s atractivo</td><td style=3D"width:12.5%; border-top:0.75= pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; ve= rtical-align:top">Emoci=C3=B3n positiv= a, relajaci=C3=B3n, atenci=C3=B3n, enganche</td><td style=3D"wid= th:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000= 00; padding:0pt 5.4pt; vertical-align:top"><s= pan style=3D"font-family:'Times New Roman'">50 participantes en pruebas bio= m=C3=A9tricas (EEG y Eye tracking)154 participantes en encuestas y degustaci=C3=B3n</spa= n></td></tr><tr><td style=3D"width:16.04%; border-top:0.75pt solid #000= 000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:= top"><spa= n style=3D"font-family:'Times New Roman'">Evaluaci=C3=B3n del seguimiento o= cular en usabilidad </= span>-Pinargote-Su=C3=A1rez, = C. E., & Vaca-C=C3=A1rdenas (2023)</td><td style=3D"width:13= .3%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; p= adding:0pt 5.4pt; vertical-align:top">Eye tracking</td><td style=3D"width:11.26%; b= order-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; padding= :0pt 5.4pt; vertical-align:top">Intera= cci=C3=B3n emocional, atenci=C3=B3n visual</td><td style=3D"widt= h:12.5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #00000= 0; padding:0pt 5.4pt; vertical-align:top">Interfaces digitales en dise=C3=B1o web</td><td style=3D"wid= th:21.9%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000= 00; padding:0pt 5.4pt; vertical-align:top">Dise=C3=B1o emocional influye en percepci=C3=B3n de marca; se recomien= da mejorar la experiencia del usuario.</td><td style=3D"width:12= .5%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; p= adding:0pt 5.4pt; vertical-align:top">= Atracci=C3=B3n / Confort emocional</td><td style=3D"width:12.5%;= border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; paddi= ng:0pt 5.4pt; vertical-align:top">35 usuarios ecuatorianos int= eractuando con interfaces web.</td></tr><tr><td style=3D"width:1= 6.04%; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000;= padding:0pt 5.4pt; vertical-align:top">Eye tracking en la experiencia de usuario en cooperativa -Acosta & Alc=C3=ADvar (2024)</= td><td style=3D"width:13.3%; border-top:0.75pt solid #000000; border-bottom= :0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Eye tracking</td><td = style=3D"width:11.26%; border-top:0.75pt solid #000000; border-bottom:0.75p= t solid #000000; padding:0pt 5.4pt; vertical-align:top">Carga cognitiva, atenci=C3=B3n visual por edad= </td><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bott= om:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Plataforma web de cooperativa financiera</= p></td><td style=3D"width:21.9%; border-top:0.75pt solid #000000; border-bo= ttom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Carga cognitiva y edad afectan percepci=C3=B3n= emocional; se propone segmentar visuales por grupos etarios.</t= d><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom:= 0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Carga cognitiva / Estr=C3=A9s emocional</= td><td style=3D"width:12.5%; border-top:0.75pt solid #000000; border-bottom= :0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">40 </= p>usuarios en plataforma financiera, segmentados por edad.</td>= </tr></table> = ;Con el= fin de comprender c=C3=B3mo var=C3=ADa la aplicaci=C3=B3n y el impacto del= ey= e tracking en la publi= cidad emocional seg=C3=BAn el contexto cultural, se presenta la <spa= n style=3D"font-family:'Times New Roman'; font-weight:bold">Tabla 3<= span style=3D"font-family:'Times New Roman'"> comparativa entre Espa=C3=B1a= y Ecuador. Este an=C3=A1lisis sintetiza los aspectos clave abordados en lo= s estudios revisados en ambos pa=C3=ADses, considerando desde las innovacio= nes metodol=C3=B3gicas hasta los desaf=C3=ADos espec=C3=ADficos enfrentados= en cada entorno. La Tabla 3 permite visualizar las diferencias en el enfoque, la profundidad del an= =C3=A1lisis emocional, las inversiones tecnol=C3=B3gicas, y los factores so= cioculturales que influyen en la percepci=C3=B3n de marca. Esta comparaci= =C3=B3n resulta esencial para identificar buenas pr=C3=A1cticas y adaptar e= strategias publicitarias emocionalmente efectivas a distintos contextos. </= span>Tabla 3Resumen de los resultados del impacto del = eye tracking en la publicidad emocional y la percepci=C3=B3n de marca</span= ><table style=3D"margin-bottom:0pt; padding:0pt; border-collapse:collap= se"><tr><td style=3D"border-top:1pt solid #7f7f7f; border-bottom:0.75pt sol= id #000000; padding:0pt 5.4pt; vertical-align:top">Aspectos</td><td style=3D"border-top:1pt solid #7= f7f7f; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-alig= n:top">= Espa=C3=B1a</td><t= d style=3D"border-top:1pt solid #7f7f7f; border-bottom:0.75pt solid #000000= ; padding:0pt 5.4pt; vertical-align:top">Ecuador</td></tr><tr><td style=3D"border-top:0.75pt solid #= 000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-ali= gn:top">Novedad en el modo de empleo del eye tracking</td><td sty= le=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; = padding:0pt 5.4pt; vertical-align:top">Uso de combinaciones con otras metodolog=C3=ADas (GSR, an=C3=A1lisis de = expresi=C3=B3n facial) para entender no solo atenci=C3=B3n visual sino tamb= i=C3=A9n respuestas emocionales y perfiles de personalidad. La integraci=C3= =B3n de estas tecnolog=C3=ADas fue una innovaci=C3=B3n significativa.</span= ></td><td style=3D"border-top:0.75pt solid #000000; border-bottom:0.75p= t solid #000000; padding:0pt 5.4pt; vertical-align:top">La aplicaci=C3=B3n del eye tracking par= a analizar diferencias en la atenci=C3=B3n y percepci=C3=B3n emocional en d= istintos contextos culturales, con pocos estudios que combinen t=C3=A9cnica= s biom=C3=A9tricas con otros m=C3=A9todos, pero en general enfocado en ente= nder fen=C3=B3menos perceptivos y afectivos relacionados con la cultura. Es= un uso m=C3=A1s tradicional del eye tracking, aunque emergen estudios recientes con enfoques cualitativos y comparat= ivos.</td></tr><tr><td style=3D"border-top:0.75pt solid #000000;= border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"= >Aspectos contextuales considerados</td><td s= tyle=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000= ; padding:0pt 5.4pt; vertical-align:top">Enfocado en el entorno digital, campa=C3=B1as en redes sociales y anun= cios en plataformas digitales (Facebook, videojuegos). La cultura del consu= mo en Espa=C3=B1a y los estilos de comunicaci=C3=B3n digital son considerad= os.</td><td style=3D"border-top:0.75pt solid #000000; border-bot= tom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Se consideran aspectos culturales, sociales = y econ=C3=B3micos propios del contexto ecuatoriano, adem=C3=A1s de las dife= rencias entre estilos de consumo, percepci=C3=B3n cultural y respuesta emoc= ional frente a la publicidad. La influencia del entorno cultural y social e= n la percepci=C3=B3n perceptual y emocional es central.</td></tr= ><tr><td style=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt sol= id #000000; padding:0pt 5.4pt; vertical-align:top">Impac= to en las emociones y percepci=C3=B3n de marca</td><td style=3D"= border-top:0.75pt solid #000000; border-bottom:0.75pt solid #000000; paddin= g:0pt 5.4pt; vertical-align:top">La = atenci=C3=B3n a est=C3=ADmulos emocionales como im=C3=A1genes con personas = genera mayor recuerdo y percepci=C3=B3n positiva de marca, influenciando la= lealtad y la implicaci=C3=B3n emocional. La carga emocional de los element= os visuales modula las respuestas emocionales y el reconocimiento de marca.= </td><td style=3D"border-top:0.75pt solid #000000; border-bottom= :0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">La percepci=C3=B3n emocional y la empat=C3=ADa in= ducida por est=C3=ADmulos culturales espec=C3=ADficos impactan la percepci= =C3=B3n de marca. La afinidad emocional y la identificaci=C3=B3n cultural s= on factores clave. La efectividad de los est=C3=ADmulos emocionales var=C3= =ADa seg=C3=BAn el contexto cultural, influenciando directamente la percepc= i=C3=B3n y el recuerdo.</td></tr><tr><td style=3D"border-top:0.7= 5pt solid #000000; border-bottom:0.75pt solid #000000; padding:0pt 5.4pt; v= ertical-align:top">Factor econ=C3=B3= mico</td><td style=3D"border-top:0.75pt solid #000000; border-bo= ttom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top">Inversi=C3=B3n en campa=C3=B1as digitales y = an=C3=A1lisis de datos con tecnolog=C3=ADa avanzada. Uso de m=C3=A9todos co= mbinados para maximizar el retorno, dada la alta penetraci=C3=B3n digital y= la competencia en mercados digitales en Espa=C3=B1a. La innovaci=C3=B3n en= metodolog=C3=ADas es vista como clave para optimizar recursos.<= /td><td style=3D"border-top:0.75pt solid #000000; border-bottom:0.75pt soli= d #000000; padding:0pt 5.4pt; vertical-align:top">La inversi=C3=B3n en tecnolog=C3=ADa y en estudios biom=C3=A9= tricos puede ser m=C3=A1s limitada, pero se valoran los estudios para enten= der mejor las preferencias y percepciones del mercado local. La adaptaci=C3= =B3n cultural y emocional en campa=C3=B1as requiere an=C3=A1lisis espec=C3= =ADficos que, aunque costosos, pueden ser estrat=C3=A9gicos en mercados con= particularidades culturales.</td></tr><tr><td style=3D"border-t= op:0.75pt solid #000000; border-bottom:1pt solid #7f7f7f; padding:0pt 5.4pt= ; vertical-align:top">Desaf=C3=ADos<= /span></td><td style=3D"border-top:0.75pt solid #000000; border-bottom:= 1pt solid #7f7f7f; padding:0pt 5.4pt; vertical-align:top">Interpretaci=C3=B3n de datos emocionales complejos, i= ntegraci=C3=B3n de m=C3=BAltiples tecnolog=C3=ADas, y la variabilidad indiv= idual en expresiones faciales y reacciones biom=C3=A9tricas. Adem=C3=A1s, l= a necesidad de adaptar campa=C3=B1as a diferentes perfiles generacionales y= sociales.</td><td style=3D"border-top:0.75pt solid #000000; bor= der-bottom:1pt solid #7f7f7f; padding:0pt 5.4pt; vertical-align:top">La diversidad cultural y social requiere= una comprensi=C3=B3n profunda para evitar errores en la percepci=C3=B3n em= ocional. La aplicaci=C3=B3n de t=C3=A9cnicas biom=C3=A9tricas y su conexi= =C3=B3n con la cultura local tambi=C3=A9n representa un desaf=C3=ADo.</span= > La escasez de estudios comparativos limita l= as Conclusiones generalizadas.</td></tr></table><span= style=3D"font-family:'Times New Roman'"> 4. = Discusi=C3=B3nLa revisi=C3=B3n de los estudios realizados en = Espa=C3=B1a y Ecuador revela que el empleo del eye tracking en la investigaci=C3=B3n de la publicidad emocional permiti=C3=B3 comprend= er de manera m=C3=A1s profunda c=C3=B3mo los est=C3=ADmulos visuales impact= an en las respuestas de los consumidores.En Espa=C3=B1a investigaciones como las = de G=C3=B3mez et al. (202= 4) demostraron que los anuncios que incluyen im=C3=A1genes de personas gene= ran una mayor atenci=C3=B3n y mejor recuerdo, vinculando la carga emocional= con la fidelidad a la marca. Adem=C3=A1s G=C3=B3mez-Carmona et al. (2022) = evidenciaron que el an=C3=A1lisis de los patrones oculares en diferentes ti= pos de mensajes publicitarios permite identificar cu=C3=A1les elementos evo= can mayor carga emocional, facilitando la creaci=C3=B3n de campa=C3=B1as m= =C3=A1s efectivas. Por su parte Rajas et al. (2022) y Ni=C3=B1o et al. (2019) resaltaron la importan= cia de la carga emocional en la captaci=C3=B3n de atenci=C3=B3n, mientras q= ue Retamosa et al. (2021)= destacaron la utilidad del eye tracking&#= xa0;para entender las = decisiones de compra en contextos culturales diversos.Por otro lado en Ecuador e= studios como el de Chinga & Alc=C3=ADvar (2025) evidencian que las resp= uestas psicol=C3=B3gicas y emocionales a los est=C3=ADmulos visuales var=C3= =ADan significativamente en funci=C3=B3n del contexto cultural. Vasco </spa= n>et al</s= pan>. (2024) confirmaron adem= =C3=A1s que la carga emocional en los anuncios puede influir en la percepci= =C3=B3n de marca cuando se consideran las particularidades culturales y de = consumo en Ecuador. Bautista et al. (2023) afirman que el an=C3=A1lisis cualitativo del proceso cogn= itivo y emocional complementa a los datos cuantitativos, permitiendo una co= mprensi=C3=B3n m=C3=A1s amplia de c=C3=B3mo los espectadores conectan emoci= onalmente con las marcas. Por =C3=BAltimo Pinargote-Su=C3=A1rez & Vaca-= C=C3=A1rdenas (2023) destacaron que la interacci=C3=B3n visual con los est= =C3=ADmulos emocionales en plataformas digitales revela patrones espec=C3= =ADficos que var=C3=ADan seg=C3=BAn la cultura, un indicador de la importan= cia de contextualizar los resultados del eye tracking para = cada poblaci=C3=B3n.Un hallazgo com=C3=BAn en todos los estudios es que la carga e= mocional incrementa la atenci=C3=B3n visual y favorece la percepci=C3=B3n p= ositiva, reafirmando la pertinencia de utilizar la publicidad emocional com= o estrategia. Sin embargo, la eficacia de los est=C3=ADmulos emocionales no= es universal, sino que se ve mediada por variables culturales, como demues= tran las diferencias observadas en los estudios de G=C3=B3mez et al.<sp= an style=3D"font-family:'Times New Roman'"> (2024) y Chinga & Alc=C3=AD= var (2025) que muestran c=C3=B3mo las caracter=C3=ADsticas culturales influ= yen en la percepci=C3=B3n emocional y en los patrones visuales. Adem=C3=A1s= Acosta & Alc=C3=ADvar (2024) se=C3=B1alaron que las diferencias en la = carga cognitiva y las variaciones generacionales deben considerarse en la a= daptaci=C3=B3n de campa=C3=B1as publicitarias, ya que estas variables alter= an en gran medida la respuesta emocional de los p=C3=BAblicos. La interpret= aci=C3=B3n de los datos del eye tracking, = por tanto requiere de un an=C3=A1lisis contextualizado que tenga en cuenta = estos aspectos culturales y socioemocionales para dise=C3=B1ar estrategias = efectivas y culturalmente pertinentes.Finalmente aunque el uso del eye tracking en la investigaci=C3=B3n publicitaria avanzo, los desaf=C3=AD= os permanecen en la forma de interpretar los datos y en la necesidad de ada= ptar las metodolog=C3=ADas a los contextos culturales espec=C3=ADficos. Com= o se=C3=B1alaron Ni=C3=B1o et al. (2019) y Garc=C3=ADa (2021) comprender la= carga emocional a partir de las fijaciones visuales requiere recursos y t= =C3=A9cnicas complementarias, para evitar interpretaciones err=C3=B3neas. L= a integraci=C3=B3n de diferentes enfoques biom=C3=A9tricos y cualitativos, = adem=C3=A1s de la formaci=C3=B3n especializada en an=C3=A1lisis cultural, r= esulta crucial para aprovechar al m=C3=A1ximo esta tecnolog=C3=ADa en campa= =C3=B1as emocionales.5. </= span>Conclu= siones<ul style=3D"margin:0pt; padding-left:0pt"><li class=3D"Li= stParagraph" style=3D"margin-left:17.63pt; margin-bottom:0pt; text-align:ju= stify; line-height:115%; padding-left:3.67pt; font-family:serif; font-size:= 12pt">El an=C3=A1lisis de los= estudios realizados en diferentes contextos culturales, tanto en Espa=C3= =B1a como en Ecuador, demuestra que la tecnolog=C3=ADa de eye tracking es una herramienta efectiva para comprender c=C3=B3mo los est= =C3=ADmulos emocionales capturan la atenci=C3=B3n de los consumidores y afe= ctan su percepci=C3=B3n de marca. Los hallazgos en Espa=C3=B1a evidencian q= ue elementos visuales cargados emocionalmente, como im=C3=A1genes de person= as o mensajes con carga negativa, generan una mayor atenci=C3=B3n y favorec= en la recordaci=C3=B3n de la marca. Asimismo, en Ecuador, se destaca la inf= luencia de las particularidades culturales en la percepci=C3=B3n emocional,= subrayando la importancia de adaptar las campa=C3=B1as publicitarias a est= os contextos para maximizar su efectividad.</li><li class=3D"ListPar= agraph" style=3D"margin-left:17.63pt; margin-bottom:0pt; text-align:justify= ; line-height:115%; padding-left:3.67pt; font-family:serif; font-size:12pt"= >Una novedad es la tendencia = hacia la integraci=C3=B3n de datos cuantitativos y cualitativos en el marco= del uso del </sp= an>eye tra= cking <spa= n style=3D"font-family:'Times New Roman'">en la publicidad emocional, lo cu= al ofrece una comprensi=C3=B3n m=C3=A1s hol=C3=ADstica de la interacci=C3= =B3n emocional y visual, enriqueciendo las estrategias publicitarias y faci= litando campa=C3=B1as m=C3=A1s resonantes a nivel emocional.</li><li= class=3D"ListParagraph" style=3D"margin-left:17.63pt; margin-bottom:0pt; t= ext-align:justify; line-height:115%; padding-left:3.67pt; font-family:serif= ; font-size:12pt">Sin embargo= , a pesar de los avances, persisten desaf=C3=ADos importantes relacionados = con la interpretaci=C3=B3n de los datos y la adaptaci=C3=B3n metodol=C3=B3g= ica a las diferentes culturas. La variabilidad en las respuestas emocionale= s y la complejidad de identificar los elementos que realmente contribuyen a= una percepci=C3=B3n positiva requieren enfoques m=C3=A1s integrales que co= nsideren los contextos socioemocionales. En conclusi=C3=B3n, el uso del</sp= an> eye tracking<s= pan style=3D"font-family:'Times New Roman'"> en la publicidad emocional, si bien presenta un= gran potencial, demanda metodolog=C3=ADas adaptadas que permitan aprovecha= r al m=C3=A1ximo su capacidad para dise=C3=B1ar campa=C3=B1as m=C3=A1s efec= tivas.</li></ul>6. <sp= an style=3D"font-family:'Times New Roman'; font-weight:bold">Conflicto de i= nteresesLos autores declaran que no existe conflicto de intereses en relaci=C3=B3n= con el art=C3=ADculo presentado.7. &#= xa0; Declaraci=C3=B3n de contribuci=C3=B3n de los autoresTodos autores contribuy= eron significativamente en la elaboraci=C3=B3n del art=C3=ADculo.</p= >= 8.</s= pan> Costos de financiamiento = La presente invest= igaci=C3=B3n fue financiada en su totalidad con fondos propios de los autor= es.9. Referencias bibliogr= =C3=A1ficasAcosta Zambrano, M. J., & Alc=C3=ADvar Ceval= los, R. A. (2024). 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EV-Eye: replanteando el seguimiento ocular de alta frecuencia a trav=C3=A9= s de las lentes de las c=C3=A1maras de eventos [37.=C2=AA Conferencia sobre Sistemas de Procesami= ento de Informaci=C3=B3n Neural (NeurIPS 2023), Tema sobre Conjuntos de Dat= os y Puntos de Referencia]. <a href=3D"https://papers.nips.cc/paper_fil= es/paper/2023/hash/c41b5d8c1ba15b2aa83e4fa1541f02c8-Abstract-Datasets_and_B= enchmarks.html" style=3D"text-decoration:none">https://papers.nips.cc/paper_files/pa= per/2023/hash/c41b5d8c1ba15b2aa83e4fa1541f02c8-Abstract-Datasets_and_Benchm= arks.html</a> <img src=3D"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQEAYA= BgAAD/2wBDAAEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBA= QEBAQEBAQEBAQEBAQEBAQH/2wBDAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEB= AQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQEBAQH/wAARCABVAKIDASIAAhEBAxEB/8QAHwAAAgI= CAgMBAAAAAAAAAAAACQoACAYHAQIDBAsF/8QATxAAAAYBAwIDAgoECAoLAAAAAQIDBAUGBwAIEQ= 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