Author

R. Štefko

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Conference Sep 2026

Assessing Visual Perception in Advertising: Analysis of Consumers’ Visual Attention

The paper deals with the assessment of visual perception in the advertising industry. The main goal was to analyze the effect of human faces on consumers' visual attention and their perception of advertising and the brand. As part of the analysis, we conducted a neuromarketing survey using eye tracking, which was suppl...

R. Štefko, Anna Tomková, D. Miško · 6th Current Issues in Busine... · 0 citations

Open access Aug 2026

Less like an Ad, not necessarily more effective: an exploratory eye-tracking study of subjective evaluation and visual processing of digital product content

This exploratory laboratory study examines whether different content types of digital product presentation are associated with differences in subjective evaluation and global visual processing. Using a repeated-measures design, 30 participants viewed 12 commercial stimuli representing four products presented as a web-b...

R. Štefko, Veronika Loumová, D. Miško · Management & Marketing · 0 citations