Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking

Sayaka Osanami Törngren; Emi Moriuchi; Caroline Adolfsson; Marcus Nyström; Sofia Ulver

doi:10.3390/genealogy4040109

Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking

Sayaka Osanami Törngren, Emi Moriuchi, Caroline Adolfsson, Marcus Nyström, Sofia Ulver

Research output: Contribution to journal › Article › peer-review

Abstract

https://www.mdpi.com/2313-5778/4/4/109

Original language	English
Number of pages	14
Journal	Genealogy
DOIs	https://doi.org/10.3390/genealogy4040109
Publication status	Published - 2020 Nov 18

Subject classification (UKÄ)

Business Administration

Free keywords

racial preference
multicultural advertisement
Sweden
US
eye-tracking

Access to Document

10.3390/genealogy4040109Licence: CC BY

The Multicultural Imaginary
Ulver, S.
2017/09/01 → 2022/12/31
Project: Research

Lund University Humanities Lab
Marianne Gullberg (Manager)
Lund University Humanities Lab
Infrastructure

Cite this

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title = "Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking",

abstract = "https://www.mdpi.com/2313-5778/4/4/109",

keywords = "race, marketing, advertising, consumers, Eye-tracking, racial preference, multicultural advertisement, Sweden, US, eye-tracking",

author = "{Osanami T{\"o}rngren}, Sayaka and Emi Moriuchi and Caroline Adolfsson and Marcus Nystr{\"o}m and Sofia Ulver",

year = "2020",

month = nov,

day = "18",

doi = "10.3390/genealogy4040109",

language = "English",

journal = "Genealogy",

issn = "2313-5778",

publisher = "MDPI AG",

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T1 - Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking

AU - Osanami Törngren, Sayaka

AU - Moriuchi, Emi

AU - Adolfsson, Caroline

AU - Nyström, Marcus

AU - Ulver, Sofia

PY - 2020/11/18

Y1 - 2020/11/18

N2 - https://www.mdpi.com/2313-5778/4/4/109

AB - https://www.mdpi.com/2313-5778/4/4/109

KW - race

KW - marketing

KW - advertising

KW - consumers

KW - Eye-tracking

KW - racial preference

KW - multicultural advertisement

KW - Sweden

KW - US

KW - eye-tracking

U2 - 10.3390/genealogy4040109

DO - 10.3390/genealogy4040109

M3 - Article

SN - 2313-5778

JO - Genealogy

JF - Genealogy

ER -

Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking

Abstract

Subject classification (UKÄ)

Free keywords

Access to Document

Projects

The Multicultural Imaginary

Equipment

Lund University Humanities Lab

Cite this