广告心理效果测评的心理学实验方法研究

发布时间：2018-04-03 19:39

本文选题：广告效果测评　切入点：眼动实验　出处：《陕西师范大学》2006年硕士论文

【摘要】：广告的理想效果就是诱发消费者购买行为的发生，因此，对于广告信息的记忆，，是消费者思考问题，做出购买决策不可缺少的条件。因此，广告的可记忆性一直被作为评价广告的重要指标。传统的广告效果评价方式中存在着许多问题，尚不能客观地揭示消费者对广告接受的心理过程。随着当代认知神经科学的飞速发展，眼动研究技术、事件相关电位技术和生物反馈技术等应用于心理学的研究。借助这些仪器和技术，可以帮助研究者更为客观地了解个体在不同的认知或情绪状态下的心理反应活动。本研究采用广告效果调查问卷和回忆测评方法对卷入度水平与记忆成绩的关系作了研究，并且采用眼动实验法、事件相关电位分析法的手段对消费者或潜在消费者在不同卷入水平下的心理活动进行了系统地分析。研究发现，在产品卷入度和个人因素卷入程度都高的条件下，对广告信息的记忆效果更好。卷入程度高的广告刺激更能自动地引起受众的注意，而且一旦受众注意到该刺激，由于探索欲已被激起，所以在刺激不十分难以理解的情况下，受众会进一步加工广告的详细内容。卷入程度对受众的广告态度也有显著影响，卷入程度越高，越容易产生广告品牌评价。高卷入引起了更多的控制性加工，低卷入状态下被试进行品牌评价时主要依赖的是自动化加工。因此，广告信息作为改变消费者对商品信念的手段在低卷入状态下可能更有效。更为重要的是，本研究结果说明，对于卷入度低的受众，广告信息也会发生自动化的影响。因此，广告的无意识自动影响就会在某些特定的场合表现出来。根据研究结果，验证了研究假设：消费者对产品或服务有越多的信息，他们就越可能形成对其或积极或消极的态度。据此可以设计出广告投放前的实验室检验流程，通过某一卷入水平上的产品对不同卷入水平被试的测评，通过调整广告路线和宣传重点来提高广告成功的可能性，对于高卷入的情况就采取说服的中心路线；而相对的，低卷入的情况就采取外围路线。这种研究大大降低了事前大规模调研和前期效果跟踪调查的成本。
[Abstract]:The ideal effect of the advertisement is to induce the consumer to purchase the behavior . Therefore , the memory of the advertisement information is the condition for the consumer to think and make the purchase decision . Therefore , the memory of the advertisement has been used as an important index for evaluating the advertisement .

There are many problems in the traditional advertising effect evaluation mode , which can not objectively reveal the psychological process of consumers ' acceptance of advertisements . With the rapid development of contemporary cognitive neurosciences , eye movement research technology , event - related potential technology and biological feedback technology are applied in the research of psychology . With these instruments and techniques , the researchers can help the researchers understand the individual ' s psychological response activities in different cognitive or emotional states more objectively .

In this study , the relationship between the level of involvement and memory achievement was studied by means of advertisement effect questionnaire and recall evaluation method , and the psychological activities of consumers or potential consumers at different levels of involvement were systematically analyzed by means of eye movement experiment and event - related potential analysis .

It is found that , under the condition of high level of product involvement and personal factors , the effect of advertising information is better . Advertising stimulation with high involvement can automatically arouse the attention of the audience , and once the audience notices the stimulus , the audience will further process the detailed content of the advertisement once the stimulus is not very difficult to understand .

As a result , advertising information may be more effective as a means of changing the consumer ' s belief in commodity .

More importantly , the results of this study show that the advertising information will also have an automated impact on the audience with low involvement . Therefore , the unintentional self - impact of the advertisement may appear on certain specific occasions .

According to the results of the study , it is verified that the more information consumers have on the products or services , the more likely they will form their attitude towards them or positive or negative .
The relative and low involvement takes a peripheral route , which greatly reduces the cost of large - scale research and early - stage effects tracking surveys .

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.8;B849

【引证文献】