<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1683-0789</journal-id>
<journal-title><![CDATA[Acta Nova]]></journal-title>
<abbrev-journal-title><![CDATA[RevActaNova.]]></abbrev-journal-title>
<issn>1683-0789</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica Boliviana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1683-07892025000100061</article-id>
<article-id pub-id-type="doi">10.35319/acta-nova.202541</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis de la efectividad de la ubicación del logotipo: una aplicación del eye-tracking]]></article-title>
<article-title xml:lang="en"><![CDATA[Analysis of the effectiveness of logo placement: an eye-tracking application]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ruiz Andia]]></surname>
<given-names><![CDATA[Rodrigo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez Carmona]]></surname>
<given-names><![CDATA[Diego]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández Daza]]></surname>
<given-names><![CDATA[Virginia Mercedes]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Velásquez Escobar]]></surname>
<given-names><![CDATA[Estefany]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Quispe Oros]]></surname>
<given-names><![CDATA[Naomi Ariana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gutiérrez Calisaya]]></surname>
<given-names><![CDATA[Paola Geraldine]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica Boliviana Centro de Investigación en Ciencias Exactas e Ingeniería CICEI ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Bolivia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Cádiz Departamento en Marketing y Comunicación ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Privada del Valle Departamento de Ciencias Empresariales ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Bolivia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2025</year>
</pub-date>
<volume>12</volume>
<numero>1</numero>
<fpage>61</fpage>
<lpage>85</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S1683-07892025000100061&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S1683-07892025000100061&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S1683-07892025000100061&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Se llevó a cabo una revisión exhaustiva del sitio web de Boliviana de Aviación, en la que se identificaron inconsistencias en la presentación del logotipo según el dispositivo de acceso. Al comparar esta situación con otras aerolíneas del mercado, se constató que no existe una uniformidad en la disposición del logotipo en diferentes dispositivos, lo que podría generar confusión entre los usuarios e incluso afectar el rendimiento de la página. Ante esta situación, se planteó evaluar la mejor ubicación del logotipo antes y después de un cambio de posición dentro del proceso de compra de boletos aéreos en el sitio web de la aerolínea. Para ello, se llevó a cabo un estudio experimental basado en la ciencia del Neuromarketing, utilizando la técnica de Eye Tracking con el objetivo de determinar si la modificación en la ubicación del logotipo influye en la percepción y experiencia de los clientes. El estudio analizó el impacto del cambio en la ubicación del logotipo a través de cinco áreas de interés definidas mediante el seguimiento ocular. Los datos recopilados fueron procesados con la herramienta estadística SPSS, generando mapas de calor para visualizar la interacción de los usuarios con la página. El experimento se realizó en la ciudad de Cochabamba, con la participación de 80 individuos, divididos en dos grupos: escenario 1 (logotipo ubicado a la derecha) y escenario 2 (línea base, con el logotipo a la izquierda). Los resultados obtenidos permitirán validar las hipótesis planteadas y aportar información clave sobre el impacto de la ubicación del logotipo en la percepción del usuario.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[SUMMARY: An exhaustive review of the Boliviana de Aviación website was carried out, in which inconsistencies were identified in the presentation of the logo depending on the access device. When comparing this situation with other airlines in the market, it was found that there is no uniformity in the layout of the logo on different devices, which could generate confusion among users and even affect the performance of the page. Given this situation, it was proposed to evaluate the best location of the logo before and after a change of position within the process of purchasing airline tickets on the airline website. To do so, an experimental study based on the science of Neuromarketing was carried out, using the Eye Tracking technique with the aim of determining whether the modification in the location of the logo influences the perception and experience of customers. The study analyzed the impact of the change in the location of the logo through five areas of interest defined by eye tracking. The data collected was processed with the SPSS statistical tool, generating heat maps to visualize the interaction of users with the page. The experiment was conducted in the city of Cochabamba, with the participation of 80 individuals, divided into two groups: scenario 1 (logo located on the right) and scenario 2 (baseline, with the logo on the left). The results obtained will allow us to validate the hypotheses raised and provide key information on the impact of the logo's location on user perception.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Neuromarketing]]></kwd>
<kwd lng="es"><![CDATA[Eye Tracking]]></kwd>
<kwd lng="es"><![CDATA[Logotipo y percepción del usuario]]></kwd>
<kwd lng="en"><![CDATA[Neuromarketing]]></kwd>
<kwd lng="en"><![CDATA[Eye Tracking]]></kwd>
<kwd lng="en"><![CDATA[logo]]></kwd>
<kwd lng="en"><![CDATA[user perception]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Aaltonen]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Hyrskykari]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Räihä]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[or how do users read menus?]]></article-title>
<source><![CDATA[Proceedings of the SIGCHI conference on human factors in computing Systems]]></source>
<year>1998</year>
<page-range>132-9</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Agost]]></surname>
<given-names><![CDATA[M.-J.]]></given-names>
</name>
<name>
<surname><![CDATA[Bayarri-Porcar]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Use of Eye-Tracking to Explore the Relationship Between Consumers&#8217; Gaze Behaviour and Their Choice Process]]></article-title>
<source><![CDATA[Big Data and Cognitive Computing]]></source>
<year>2024</year>
<volume>8</volume>
<numero>12</numero>
<issue>12</issue>
<page-range>184</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Álvarez]]></surname>
<given-names><![CDATA[J. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Gayou]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos y metodología]]></source>
<year>2005</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Innovación Educativa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Álvarez]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Sinclair]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Hasen]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Rules, Politics, and Policy]]></article-title>
<source><![CDATA[Election Law Journal]]></source>
<year>2006</year>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="">
<collab>ArcMap</collab>
<source><![CDATA[ArcMap]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Arguello]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Identidad e Imagen corporativa]]></source>
<year>2011</year>
<publisher-name><![CDATA[El cid Editor]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bailly]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Lecolinet]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Nigay]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Visual Menu Techniques]]></article-title>
<source><![CDATA[ACM Comúting Surveys]]></source>
<year>2016</year>
<volume>60</volume>
<page-range>3</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Benassini]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[Introducción a la investigación de mercados]]></source>
<year>2020</year>
<publisher-loc><![CDATA[Mexico ]]></publisher-loc>
<publisher-name><![CDATA[McGRAW-HILL INTERAMERICANA EDITORES, S.A. DE C.V.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bello Parias]]></surname>
<given-names><![CDATA[L. D.]]></given-names>
</name>
</person-group>
<source><![CDATA[Técnicas de muestreo]]></source>
<year>2023</year>
<publisher-loc><![CDATA[Colombia ]]></publisher-loc>
<publisher-name><![CDATA[Ediciones de la U]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Berlanga Silvente]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Rubio Hurtado]]></surname>
<given-names><![CDATA[J. M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Clasificación de pruebas no paramétricas. Como aplicarlas en SPSS]]></article-title>
<source><![CDATA[Reire]]></source>
<year>2012</year>
<page-range>103-5</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="">
<collab>Bolivia</collab>
<source><![CDATA[Bolivia 2025 Digna y soberana]]></source>
<year>2017</year>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="">
<collab>Boliviana de Aviación</collab>
<source><![CDATA[Boliviana de Aviación]]></source>
<year>2022</year>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bulut]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Girisken]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[¿Como perciben los consumidores un logotipo/emblema en el anuncio?]]></article-title>
<source><![CDATA[Marketing Estrategico innovador]]></source>
<year>2014</year>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Burke]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Hornof]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Gorman]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten]]></article-title>
<source><![CDATA[ACM Transactions on Computer-Human Interaction]]></source>
<year>2005</year>
<page-range>423-45</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Burke]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Hornof]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Lewis]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Gorman]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten]]></article-title>
<source><![CDATA[ACM Transactions on Computer-Human Interaction]]></source>
<year>2005</year>
<page-range>423-45</page-range></nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Canelles]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<source><![CDATA[¿Que es el "Eye Tracking" y para que nos sirve?]]></source>
<year>2012</year>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Capriotti]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<source><![CDATA[Planificación estrategica de la imagen Corporativa]]></source>
<year>2013</year>
<publisher-loc><![CDATA[Málaga ]]></publisher-loc>
<publisher-name><![CDATA[Instituto de Investigación en Relaciones Públicas]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Carretero]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Creando grandes diseños que evitan problemas legales]]></article-title>
<source><![CDATA[Logos a prueba de balas]]></source>
<year>1999</year>
<publisher-loc><![CDATA[Estados Unidos ]]></publisher-loc>
<publisher-name><![CDATA[Harper Collins Design International]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Colmont]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
</person-group>
<source><![CDATA[Repositorio Universidad Politecnica Salesiana]]></source>
<year>2014</year>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[D´arc]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Werner]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<source><![CDATA[PNL Basica con cerebro triadico]]></source>
<year>2001</year>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Intermedio Editores]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Del Blanco]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Neuromarketing]]></source>
<year>2011</year>
<publisher-name><![CDATA[Prentice-Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Der Lans]]></surname>
<given-names><![CDATA[R. V.]]></given-names>
</name>
<name>
<surname><![CDATA[Pieters]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Wendel]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[La publicidad en línea suprime lo visual, Competencia durante compras planificadas]]></source>
<year>2022</year>
</nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="">
<collab>El diario</collab>
<source><![CDATA[Boa dejo de ser una aerolinea confiable]]></source>
<year>2022</year>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="book">
<collab>El Diario</collab>
<source><![CDATA[Pandemia aceleró crecimiento del E-commerce en Bolivia]]></source>
<year>2022</year>
<publisher-loc><![CDATA[Bolivia ]]></publisher-loc>
<publisher-name><![CDATA[El Diario]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Galdo]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Repositorio Universidad Catolica Sedes Sapientiae]]></source>
<year>2015</year>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Galdo]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Repositorio Universidad Catolica Sedes Sapientiae]]></source>
<year>2015</year>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gonzales]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Cyberclick]]></source>
<year>2020</year>
</nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gonzalez]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Escuela Med.]]></source>
<year>2014</year>
</nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hassan]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
</person-group>
<source><![CDATA[Documentación Digital]]></source>
<year>2013</year>
</nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hernández Sampieri]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Mendoza Torres]]></surname>
<given-names><![CDATA[C. P.]]></given-names>
</name>
</person-group>
<source><![CDATA[Metodología de la investigación]]></source>
<year>2018</year>
<publisher-loc><![CDATA[Mexico ]]></publisher-loc>
<publisher-name><![CDATA[McGRAW-HILL INTERAMERICANA EDITORES, S.A. de C. V.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hussherr]]></surname>
<given-names><![CDATA[X]]></given-names>
</name>
<name>
<surname><![CDATA[Daze]]></surname>
<given-names><![CDATA[X]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Internet advertising: is anybody watching]]></article-title>
<source><![CDATA[Journal of interactive Marketing]]></source>
<year>2003</year>
</nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="journal">
<collab>JPMER</collab>
<article-title xml:lang=""><![CDATA[Statistics Corner: Wilcoxon-Mann-Whitney Test]]></article-title>
<source><![CDATA[Journal of Physiotherapy and Medicine Education and Research]]></source>
<year>2024</year>
</nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jiang]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Investigación sobre el mejor efecto de busqueda visual de los elementos del logotipo en diseño de publicidad en internet]]></article-title>
<source><![CDATA[Diario de Contemporaneo]]></source>
<year>2019</year>
</nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kammerer]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Scheiter]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Beinhauer]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<source><![CDATA[Looking my Way through the Menu: The Impact of Menu Design and]]></source>
<year>2008</year>
<page-range>213-4</page-range></nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kang]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Guanxiong]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Bente]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<source><![CDATA[The impacts of banner format and animation speed on banner]]></source>
<year>2016</year>
<page-range>529</page-range><publisher-name><![CDATA[Elsiever]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Amstron]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Ibañez]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Cruz Rocha]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
</person-group>
<source><![CDATA[Biblioteca Virtual MVD]]></source>
<year>2004</year>
</nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kundera]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[La Memoria Humana]]></source>
<year>2021</year>
</nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kurniawan, Zaphiris]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[R.]]></surname>
<given-names><![CDATA[Elias]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Comparing older and younger adults traversal time in expandable and non-expandable hierarchical structures]]></article-title>
<source><![CDATA[Proceedings of human factors and ergonomics society 46th Annual meeting]]></source>
<year>2002</year>
<page-range>185-8</page-range></nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Leuthold]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Scgmutz]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Bargas- Avila]]></surname>
<given-names><![CDATA[J. A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Vertical versus dynamic menus on the world wide web: Eye tracking study]]></source>
<year>2011</year>
<page-range>461</page-range><publisher-name><![CDATA[Elsevier]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Leuthold]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Schmutz]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Bargas]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Vertical versus dynamic menus on the world wide web: Eye tracking study]]></source>
<year>2022</year>
<page-range>461</page-range><publisher-name><![CDATA[Elsevier]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martinez Bencardino]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Estadistica y Muestreo]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Bogota ]]></publisher-loc>
<publisher-name><![CDATA[ECOE ediciones Ltda]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martínez Bencardino]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Estadística y Muestreo]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Bogota ]]></publisher-loc>
<publisher-name><![CDATA[Bogota Ecoe]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martínez Bencardino]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Estadística y muestreo]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Bogota ]]></publisher-loc>
<publisher-name><![CDATA[Ecoe]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martínez]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<source><![CDATA[Estadística y muestreo]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Ecoe Ediciones]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mejia Jervis]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
</person-group>
<source><![CDATA[Lifeder]]></source>
<year>2017</year>
</nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Muñoz]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<source><![CDATA[Measuring advertinding effectiveness in travel 2.0]]></source>
<year>2018</year>
</nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Muñoz]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Rodriguez López]]></surname>
<given-names><![CDATA[M. E.]]></given-names>
</name>
<name>
<surname><![CDATA[García-Martín]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<source><![CDATA[Descubriendo temas destacados de la aplicación de la tecnología de eye tracking en la investigación de marketing]]></source>
<year>2018</year>
<page-range>99</page-range></nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Muñoz-Leiva]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Herzallah]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Sánchez-Borrego]]></surname>
<given-names><![CDATA[I. R.]]></given-names>
</name>
<name>
<surname><![CDATA[Liébana-Cabanillas]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Surprise me with the visual representation of the brand in social commerce! An eye-tracking study based on user characteristics]]></article-title>
<source><![CDATA[Management and Business Economics]]></source>
<year>2024</year>
</nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Muñoz]]></surname>
<given-names><![CDATA[X]]></given-names>
</name>
<name>
<surname><![CDATA[Méndez]]></surname>
<given-names><![CDATA[X]]></given-names>
</name>
<name>
<surname><![CDATA[Carmona]]></surname>
<given-names><![CDATA[X]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Measuring advertising effectiveness in travel 2.0 websites]]></article-title>
<source><![CDATA[Physiology &amp; Behavior]]></source>
<year>2018</year>
<volume>19</volume>
</nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Neisser]]></surname>
<given-names><![CDATA[U.]]></given-names>
</name>
</person-group>
<source><![CDATA[Cognitive Psychology]]></source>
<year>2014</year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[by Psychology Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Nielsen]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Designing web usability: The practice of simplicity]]></source>
<year>1999</year>
<publisher-name><![CDATA[New Riders Publishing]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ou]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Lyu]]></surname>
<given-names><![CDATA[X.]]></given-names>
</name>
<name>
<surname><![CDATA[Liu]]></surname>
<given-names><![CDATA[X.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A study of the impact of brand logo familiarity on visual search: based on an eye-tracking experiment]]></article-title>
<source><![CDATA[Current Psychology]]></source>
<year>2025</year>
</nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Paap]]></surname>
<given-names><![CDATA[X]]></given-names>
</name>
<name>
<surname><![CDATA[Roske]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
</person-group>
<source><![CDATA[Handbook of human-computer Interactión]]></source>
<year>1988</year>
<page-range>205-35</page-range><publisher-name><![CDATA[Elsevier Science Publishers]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B54">
<nlm-citation citation-type="">
<collab>Pagina 7</collab>
<source><![CDATA[Los riesgos de BOA]]></source>
<year>2023</year>
</nlm-citation>
</ref>
<ref id="B55">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pretorio]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Calitz]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[La contribución del seguimiento ocular a los estudios de reconocimiento de marca]]></source>
<year>2011</year>
<publisher-name><![CDATA[ResearchGate]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B56">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Reyes Aranibar]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[EL CLIMA ORGANIZACIONAL Y SU INCIDENCIA EN LA CALIDAD DE]]></source>
<year>2020</year>
<publisher-loc><![CDATA[La Paz ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B57">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ricoeur]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Paul]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[La memoria, la historia, el olvido]]></source>
<year>2000</year>
<publisher-name><![CDATA[Fondo de cultura . Argentina: Editorial Planeta]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B58">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ronchi]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Gamassi]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Lanzarone]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Nonparametric combination methodology for multivariate paired repeated measures designs in medicine]]></article-title>
<source><![CDATA[BMC Medical Research Methodology]]></source>
<year>2021</year>
<volume>21</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>76</page-range></nlm-citation>
</ref>
<ref id="B59">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Roth]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Tuch]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Mekler]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Bargas]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Opwis]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<source><![CDATA[La ubicación es importante, especialmente para las características no destacadas: un seguimiento ocular]]></source>
<year>2012</year>
<page-range>229</page-range><publisher-name><![CDATA[Elsevier]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B60">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ruppenthal]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Schweers]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Eye Tracking as an Instrument in Consumer Research to Investigate Food from a Marketing Perspective: A Bibliometric and Visual Analysis]]></article-title>
<source><![CDATA[Journal of Theoretical and Applied Electronic Commerce Research]]></source>
<year>2024</year>
<volume>19</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>1095-117</page-range></nlm-citation>
</ref>
<ref id="B61">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Stanton]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
<name>
<surname><![CDATA[Etzel]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Walker]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<source><![CDATA[Fundamentos de Marketing]]></source>
<year>2007</year>
<publisher-loc><![CDATA[Mexico ]]></publisher-loc>
<publisher-name><![CDATA[McGRAW-HILL/INTERAMERICANA EDITORES, S.A. DE C.V.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B62">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tulving]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Multiple memory systems and consciousness]]></article-title>
<source><![CDATA[Human Neurobiology]]></source>
<year>1987</year>
<page-range>67-80</page-range></nlm-citation>
</ref>
<ref id="B63">
<nlm-citation citation-type="book">
<collab>Voz de America</collab>
<source><![CDATA[Compras por internet registran gran aumento en 2021]]></source>
<year>2021</year>
<publisher-name><![CDATA[vozdeamerica.com]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B64">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wedel]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Pieters]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Fijaciones oculares en anuncios y Memoria para marcas]]></article-title>
<source><![CDATA[Metro mercadotecnia Sciencia]]></source>
<year>2000</year>
</nlm-citation>
</ref>
<ref id="B65">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yushi]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Research on the best visual]]></article-title>
<source><![CDATA[Emerald Insight]]></source>
<year>2019</year>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
