The eye tracking as a tool brand in front of the model besc (brand engagement self concept): comparative analysis between two countries colombia and el salvador

The main objective of this research was to compare in two different countries the level of adjustment or concordance between the verbal, reasoned and elaborated answers of the participants with respect to their non-verbal, rapid and intuitive responses. To achieve the objective, the research is carried out in two phases, the first phase is to ask the participants at a level of closeness with the brands of known products, and the second phase can be requested quickly and the participant memorizes a brand of a couple of brands. Clip art in seven seconds. These two phases, verbal responses compared through the application of a survey in contrast to the responses of visual attention recorded through a tracer eye.