Enhancing Health Marketing Communication for Breast Cancer Screening: Insights from Eye-Tracking and Facial Expression Experiments

Yfantidou, I ORCID: 0000-0003-3200-2185 and Skandali, D (2025) Enhancing Health Marketing Communication for Breast Cancer Screening: Insights from Eye-Tracking and Facial Expression Experiments. In: EMAC Fall Conference, 16th - 19th September 2025, Istanbul.

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Abstract

This working research investigates how marketing communication using promotional messages influences consumers' attention and emotional responses, with the ultimate goal of improving breast cancer screening outcomes. This empirical study reports on an experiment designed to explore women’s reactions to breast cancer screening advertisements by integrating innovative measurement tools such as eye-tracking and facial expression recognition software. The primary objective is to examine how specific elements of screening advertisements capture visual attention and evoke corresponding emotional responses, providing actionable insights for tailoring digital health marketing communications to increase screening uptake. By exploring the potential of these technologies, this research seeks to transform traditional marketing practices within the context of health promotion, enhancing well-being related health marketing campaigns.

Item Type:	Conference or Workshop Item (Poster)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Divisions:	Liverpool Business School
Date of acceptance:	16 July 2025
Date of first compliant Open Access:	7 January 2026
Date Deposited:	07 Jan 2026 17:06
Last Modified:	07 Jan 2026 17:06
URI:	https://researchonline.ljmu.ac.uk/id/eprint/27831

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