认知负荷与品牌的呈现方式对电影植入广告效果的影响

发布时间：2018-04-23 08:23

本文选题：植入式广告 + 认知负荷　；参考：《河南大学》2014年硕士论文

【摘要】：研究目的：探索被试在不同认知负荷条件下对不同呈现方式的植入品牌的记忆效果及眼动模式。研究方法：采用加工分离程序测量被试的记忆效果。分别向被试发放包含测验问卷及排除测验问卷，其中包含测验问卷测量了被试的外显记忆成绩，排除问卷测量了被试的内隐记忆成绩，两种问卷之间除了呈现顺序之外，内容无差异；使用Tobii眼动仪测量被试的眼动模式，包括瞳孔直径、注视时间、注视点等指标。实验设计：实验一采用了3×2的混合实验设计，其中第一个因素是认知负荷，有高、中、低三种水平，为组间变量；第二个因素是品牌呈现位置，有中心与周边两个水平，为组内变量。实验二也设计为3×2的混合实验设计，其中第一个因素为认知负荷的三种水平，是组间变量；第二个因素为呈现时间的两个水平（长、短），为组内变量。两个实验的因变量均为记忆成绩及眼动模式。经过对以上实验数据的整理分析，得出以下结论：（1）不同认知负荷条件下被试的瞳孔直径大小有着显著差异，高、中认知负荷组显著大于低认知负荷组；高认知负荷组显著大于中认知负荷组。（2）不同认知负荷组的被试在观看各品牌时的注视时间有着显著差异，，高认知负荷组显著低于低认知负荷组。中心位置的注视时间显著高于周边位置的注视时间。被试对长呈现时间品牌的的注视时间显著高于短呈现时间的品牌。（3）中心位置品牌的注视点显著多于周边位置的品牌；而三组认知负荷条件下的被试在观看各呈现时间品牌的注视点也有着显著差异。高、中认知负荷组显著少于低认知负荷组，高认知负荷组显著少于中认知负荷组。（4）被试在低认知负荷条件下的外显记忆成绩显著高于中、高认知负荷条件组。中认知负荷组显著高于高认知负荷组。中心位置的品牌外显记忆成绩显著高于周边位置的品牌，呈现时间长的品牌外显记忆成绩显著高于呈现时间短的品牌。（5）中心位置品牌的内隐记忆成绩显著高于周边位置的品牌。
[Abstract]:Objective: to explore the memory effect and eye movement pattern of different presentation brand implants under different cognitive load. Methods: the memory effect of the subjects was measured by processing separation program. The inclusion test questionnaire and the exclusion test questionnaire were issued to the subjects respectively. The explicit memory scores of the subjects were measured by the inclusion test questionnaire and the implicit memory scores of the subjects were measured by the exclusion questionnaire. The results showed that there was no difference in the content. The eye movement pattern was measured by Tobii, including pupil diameter, fixation time, fixation point and so on. Experimental design: experiment 1 adopted a 3 脳 2 hybrid experimental design. The first factor was cognitive load, with three levels of high, middle and low, which were inter-group variables; the second factor was brand presentation location, with central and peripheral levels. Is a group variable. Experiment 2 is also designed as a 3 脳 2 hybrid experiment, in which the first factor is the three levels of cognitive load, which are inter-group variables, and the second factor is the two levels of presentation time (long, short, intra-group variables). The dependent variables of the two experiments were memory scores and eye movement patterns. Through the analysis of the above experimental data, the following conclusions are drawn: 1) there was significant difference in pupil diameter under different cognitive load, which was higher in middle cognitive load group than in low cognitive load group, and significantly larger in high cognitive load group than in middle cognitive load group. (2) the fixation time of the subjects with different cognitive load groups was significantly different from that of the low cognitive load group, and the fixation time of the high cognitive load group was significantly lower than that of the low cognitive load group. The fixation time in the center position was significantly higher than that in the peripheral position. The fixation time of long-time brands was significantly higher than that of short-time brands. (3) the fixation point of the central brand was significantly higher than that of the peripheral brand, and the three groups of subjects had significant differences in the fixation points of each time brand under the condition of cognitive load. The high and middle cognitive load group was significantly less than the low cognitive load group, and the high cognitive load group was significantly less than the middle cognitive load group. 4) the explicit memory scores of subjects under low cognitive load were significantly higher than those of middle and high cognitive load groups. Middle cognitive load group was significantly higher than high cognitive load group. The explicit memory score of brand in central location is significantly higher than that in peripheral location, and the explicit memory score in brand with long presentation time is significantly higher than that in brand with short presentation time. (5) the implicit memory score of central brand is significantly higher than that of peripheral brand.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842.1

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