平面洗发水广告认知加工的眼动研究

发布时间：2019-03-15 08:48

【摘要】：广告的目的是吸引受众的注意，否则就无法实现其信息的传递。吸引受众的注意是成功广告的第一步。但受众是如何对广告进行认知加工的，正是广告心理学所热衷研究的课题之一。如果单纯将广告看作一种刺激物，刺激物的大小、强度、颜色、背景、形状、新颖性、以及变化或活动等自身特性，都会影响受众对其认知加工的效果。产品品牌是企业的无形资产，在企业所获利益中扮演着重要的角色。在平面广告中，受众是如何加工与品牌有关的线索的，是目前广告心理学研究的热点之一。本研究在以往研究的基础上，使用眼动追踪技术考察了被试观看平面洗发水广告时对不同位置、不同表面积大小的洗发水品牌的认知加工过程。研究分为两个实验。实验一考察了无背景条件下，被试对不同位置、不同表面积大小的洗发水品牌的注视情况，实验二考察了在不同背景条件下，被试对不同位置、不同表面积大小的洗发水品牌的认知加工过程。结果发现：（1）品牌表面积的大小显著影响被试对平面广告的注视。被试对表面积较大的品牌注视时间长、注视次数多、瞳孔直径大。（2）品牌在平面广告中的呈现存在位置效应。无论是在无背景的平面洗发水广告中，还是在以风景为背景的平面洗发水广告中，被试都是对位于广告下方的品牌注视次数多、瞳孔直径大。（3）对于熟悉度较高的同一类产品，当广告背景类型相同时，无论被试对这些背景的喜欢程度如何，都不会对该产品品牌的注视造成影响。
[Abstract]:The purpose of advertising is to attract the attention of the audience, otherwise, it will not be able to achieve the transmission of its information. Attracting the attention of the audience is the first step in successful advertising. But how the audience carries on the cognitive processing to the advertisement, is one of the subjects which the advertising psychology is keen to study. If advertising is simply regarded as a stimulant, its size, intensity, color, background, shape, novelty, as well as its own characteristics such as change or activity, will affect the effect of the audience's cognitive processing. Product brand is the intangible asset of the enterprise, which plays an important role in the benefit of the enterprise. In print advertising, how the audience processes the clues related to brand is one of the hot spots in the research of advertising psychology. On the basis of previous studies, the cognitive processing process of brand shampoo brands with different positions and different surface areas was investigated by using eye movement tracking technique. The study is divided into two experiments. In experiment one, the subjects looked at shampoo brands with different locations and different surface areas without background, and in experiment two, they looked at different positions under different background conditions, and in the second experiment, they looked at different positions of shampoo brands under different background conditions, and in experiment 2, they looked at different locations of shampoo brands with different surface areas. The cognitive processing process of shampoo brands with different surface areas. The results were as follows: (1) the size of brand surface area significantly affected the attention of the subjects to print advertising. The subjects with large surface area had longer fixation time, more fixation times and larger pupil diameter. (2) the brand has the position effect in the print advertisement. Both in the flat shampoo advertising without background and in the landscape-based plane shampoo advertisement, the subjects looked at the brand under the advertisement more times and the pupil diameter was large. (3) for the same product with high familiarity, when the advertising background type is the same, no matter how much they like these backgrounds, the attention of the product brand will not be affected.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842.1

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