{"id":5492,"date":"2025-10-24T20:00:14","date_gmt":"2025-10-24T20:00:14","guid":{"rendered":"https:\/\/heddamartinasola.com\/projekti\/neuromarketing-citanja-kako-e-casopis-oblikuje-dozivljaj\/"},"modified":"2025-11-17T08:01:53","modified_gmt":"2025-11-17T08:01:53","slug":"neuromarketing-of-reading","status":"publish","type":"portfolio","link":"https:\/\/heddamartinasola.com\/en\/projekti\/neuromarketing-of-reading\/","title":{"rendered":"The Neuromarketing of Reading \u2013 How an E-Magazine Shapes Experience?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5492\" class=\"elementor elementor-5492 elementor-3921\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3acfd0ce e-flex e-con-boxed e-con e-parent\" data-id=\"3acfd0ce\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-398d898 elementor-grid-4 elementor-grid-tablet-2 elementor-grid-mobile-1 mk-gallery-image-zoom-no elementor-widget elementor-widget-mk_filterable_gallery\" data-id=\"398d898\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;columns&quot;:&quot;4&quot;,&quot;columns_tablet&quot;:&quot;2&quot;,&quot;columns_mobile&quot;:&quot;1&quot;,&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_filterable_gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"mk-filterable-gallery mk-filterable-gallery-398d898\"\n        data-layout=\"masonry\" data-rtl=\"false\">\n\n            \n            <div class=\"mk-filterable-gallery-grid  mk-gal-masonry-on mk-items--packery\">\n                <div class=\"mk-gallery-grid-inner clear\">\n                                            <div class=\"mk-gallery-grid-masonry-sizer\"><\/div>\n         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class=\"mk-filterable-gallery-item mk-item--horizontal mk-grid-item-wrap \">\n                                <div class=\"mk-filterable-gallery-item-inner animate-in\" data-anim-type=\"fade-in\" data-anim-delay=\"200\">  <!--  add class ---- mk-elementor-grid -->\n\n                                    <div class=\"mk-filterable-gallery-img-holder\">\n\n                                        <div class=\"mk-gallery-image mk-gallery-packery-bg-img\" style=\"background-image:url(https:\/\/heddamartinasola.com\/wp-content\/uploads\/2025\/10\/Neuromarketing-citanja-3.png);\" >\n                                            <img loading=\"lazy\" decoding=\"async\" width=\"903\" height=\"431\" src=\"https:\/\/heddamartinasola.com\/wp-content\/uploads\/2025\/10\/Neuromarketing-citanja-3.png\" class=\"attachment-mk_image_size_horizontal size-mk_image_size_horizontal\" alt=\"\" srcset=\"https:\/\/heddamartinasola.com\/wp-content\/uploads\/2025\/10\/Neuromarketing-citanja-3.png 903w, https:\/\/heddamartinasola.com\/wp-content\/uploads\/2025\/10\/Neuromarketing-citanja-3-300x143.png 300w, https:\/\/heddamartinasola.com\/wp-content\/uploads\/2025\/10\/Neuromarketing-citanja-3-768x367.png 768w\" sizes=\"(max-width: 903px) 100vw, 903px\" \/>                                        <\/div>\n\n                                    <\/div>\n\n                                     \n                                <\/div>\n                            <\/div>\n                                                    \n                <\/div> <!-- end-mk-grid-inner -->\n\n            <\/div> <!-- mk-filterable-gallery-grid -->\n\n        <\/div> <!-- mk-filterable-gallery -->\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-59830aa0 e-flex e-con-boxed e-con e-parent\" data-id=\"59830aa0\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-69579b54 e-con-full e-flex e-con e-child\" data-id=\"69579b54\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-149183b mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"149183b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-default\"><div class=\"mk-title-subtitle swm-hide-tablet\">Neuromarketing study<\/div><h2 class=\"mk-title-heading swm-hide-none\"><span>The Neuromarketing of Reading \u2013 How an E-Magazine Shapes Experience?<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4f9df317 e-flex e-con-boxed e-con e-child\" data-id=\"4f9df317\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-29d6b31 e-con-full e-flex e-con e-child\" data-id=\"29d6b31\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-326264b elementor-widget elementor-widget-text-editor\" data-id=\"326264b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h5>Introduction<\/h5><p>Digital content is more than aesthetics. It is a silent contract between the eye, the brain, and the message. At the <a href=\"https:\/\/neuromarketinginstitut.com\/eng\/\"><strong>Institute for Neuromarketing &amp; Intellectual Property<\/strong><\/a>, led by Dr. Hedda Martina \u0160ola, a study combined <strong>webcam-based eye tracking<\/strong> with a <strong>neuroscientific AI device for predicting consumer behaviour<\/strong> to understand what truly captures attention and emotion in an e-magazine.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5b019267 e-con-full e-flex e-con e-child\" data-id=\"5b019267\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-3415cadd e-flex e-con-boxed e-con e-child\" data-id=\"3415cadd\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7f4d30e7 elementor-widget__width-initial mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"7f4d30e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-\"><div class=\"mk-title-subtitle swm-hide-none\">Research publication:<\/div><div class=\"mk-title-desc swm-hide-none\"><span><a href=\"https:\/\/doi.org\/10.3390\/educsci15020203\" target=\"_blank\">[Link to the study]<\/a><\/span><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26d6361 elementor-widget__width-initial mk-title-align--left elementor-widget elementor-widget-mk_title\" data-id=\"26d6361\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-title mk-title-\"><div class=\"mk-title-subtitle swm-hide-none\">Research conducted on:<\/div><div class=\"mk-title-desc swm-hide-none\"><span>Institute for Neuromarketing & Intellectual Property<\/span><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-802f3ea e-con-full e-flex e-con e-child\" data-id=\"802f3ea\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-11a74b8 e-con-full e-flex e-con e-child\" data-id=\"11a74b8\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2b14fd7 elementor-widget elementor-widget-text-editor\" data-id=\"2b14fd7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Conducted at the Institute in collaboration with Oxford Business College, <a href=\"https:\/\/doi.org\/10.3390\/educsci15020203\">the study<\/a> involved <strong>144 participants<\/strong> (93 valid recordings) and used <strong>180,000 gaze recordings<\/strong> paired with neuro-physiological metrics. Three editorial scenarios (HND article, OxFoodbank article, and background variations \u2013 white and black) each produced distinct engagement outcomes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-702f28e elementor-widget elementor-widget-text-editor\" data-id=\"702f28e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h5>Methodological Framework of the Study<\/h5><ul><li><strong>Human study<\/strong> with 144 participants in realistic reading conditions, 93 valid recordings retained.<\/li><li><strong>Eye-tracking technology<\/strong> measured fixation, dwell time, and attention trajectory.<\/li><li><strong>Neuroscientific AI device<\/strong> predicted behaviour using a dataset of 180,000 gaze recordings and neuro-metrics.<\/li><li><strong>Measured variables<\/strong>: total, start, and end attention, clarity, engagement, cognitive demand, and emotional fluctuation over 12 seconds.<\/li><\/ul><p>Findings revealed that the <strong>HND article<\/strong> achieved the highest total and end attention (white 49.43 %, black 48.19 %), while <strong>OxFoodbank<\/strong> generated greater cognitive effort and confusion. Background colour shaped reading experience: <strong>white<\/strong> triggered more dynamic emotions, while <strong>black<\/strong> increased focus and clarity.<\/p><p>Each article produced a distinct neurological reading pathway \u2014 clear evidence that <strong>editorial and design choices<\/strong> directly influence attention, comprehension, and emotional retention.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-782dc7b elementor-widget elementor-widget-text-editor\" data-id=\"782dc7b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h5>What the Brain Knows, and Design Reveals<\/h5><p>This research demonstrates that design is not decoration; it is the <em>language through which the brain reads a message<\/em>.<br \/>When an e-magazine must hold a reader\u2019s attention and convey knowledge, design determines whether the story is completed or abandoned within seconds.<\/p><p><strong><em>Neuromarketing thus becomes a scientific compass measuring what happens before conscious decision-making.<\/em><\/strong><\/p><p>Conducted at the <strong>Institute for Neuromarketing &amp; Intellectual Property<\/strong> in collaboration with Oxford Business College, this project shows how content can be <strong>readable, emotionally stable, and cognitively sustainable<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3abfaeb6 animated-fast e-flex e-con-boxed e-con e-parent\" data-id=\"3abfaeb6\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;none&quot;,&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-633b8c26 elementor-widget elementor-widget-mk_post_single_pagination\" data-id=\"633b8c26\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;mk_ext_is_infinite&quot;:&quot;false&quot;,&quot;mk_ext_is_scrollme&quot;:&quot;false&quot;}\" data-widget_type=\"mk_post_single_pagination.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"mk-post-single-pagination\">\n                <div class=\"mk-ps-pagination-prev mk-ps-pagination-np swm-hide-none\"><a href=\"https:\/\/heddamartinasola.com\/en\/projekti\/neuromarketing-behind-digital-reviews\/\"><span>When Artificial Intelligence Sees Our Bias: The Neuromarketing Behind Digital Reviews<\/span><\/a><\/div><div class=\"mk-ps-pagination-next mk-ps-pagination-np swm-hide-none\"><a href=\"https:\/\/heddamartinasola.com\/en\/projekti\/how-a-website-triggers-attention-and-emotion\/\"><span>In the Focus of the Eye \u2013 How a Website Triggers Attention and Emotion<\/span><\/a><\/div>\n            <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8b04731 e-flex e-con-boxed e-con e-parent\" data-id=\"8b04731\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;mk_ext_is_sticky&quot;:&quot;false&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Neuromarketing study The Neuromarketing of Reading \u2013 How an E-Magazine Shapes Experience? Introduction Digital content is more than aesthetics. It is a silent contract between the eye, the brain, and the message. At the Institute for Neuromarketing &amp; Intellectual Property, led by Dr. Hedda Martina \u0160ola, a study combined webcam-based [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5163,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"elementor_header_footer","meta":{"inline_featured_image":false,"footnotes":""},"portfolio_category":[38],"class_list":["post-5492","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-neuromarketing-study"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Neuromarketing of Reading \u2013 How an E-Magazine Shapes Experience? - Dr.Hedda Martina \u0160ola,PhD<\/title>\n<meta name=\"description\" content=\"A study by Dr. Hedda Martina \u0160ola explores how neuromarketing methods, including AI-powered eye tracking, reveal what drives attention and emotion in e-magazine reading.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/heddamartinasola.com\/en\/projekti\/neuromarketing-of-reading\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Neuromarketing of Reading \u2013 How an E-Magazine Shapes Experience? 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