基于眼动的创意广告重复效应研究

发布时间：2018-04-30 15:58

本文选题：网络广告 + 创意广告　；参考：《管理学报》2017年08期

【摘要】：结合广告的不同创意程度和重复呈现次数来研究不同组合形式的广告对消费者注意产生的影响作用。通过双因素被试内重复实验设计2(广告创意程度:创意、非创意)×5(广告重复次数:1次、2次、3次、4次、5次),考察了创意广告和非创意广告在不同重复次数下对人们注意的影响。实验结果表明:在不同的重复次数下,创意广告受到的注意总比非创意广告受到的注意程度高;人们对创意广告的首次注视时间呈倒"U"型变化,由重复频率为低度开始上升,在重复频率为中度时达到最高,随后呈下降趋势;人们在第2次重复观看创意广告时,瞳孔直径达到峰值,说明其被吸引程度最高。
[Abstract]:This paper studies the influence of different combinations of advertisements on consumers' attention by combining the different creative degree of advertising and the times of repeated presentation. In this paper, the effects of creative advertising and non-creative advertising on people's attention were investigated by using double-factor repeat experiment design 2 (creative degree of advertisement: creative, non-creative) 脳 5 (ad repetition number: 1: 2 times, 3 times, 4 times, 5 times), and the effects of creative and non-creative advertisements on people's attention under different repetition times were investigated. The experimental results show that the attention of creative ads is always higher than that of non-creative advertisements under different repetition times, and the first fixation time of creative advertisements changes in the form of inverted "U" type, and increases from the repetition frequency to the low degree. When the repetition frequency is medium, it reaches the highest level and then shows a downward trend. The pupil diameter reaches a peak when people watch creative advertisements again for the second time, which indicates that the pupil diameter is the most attractive.
【作者单位】：西南交通大学经济管理学院;
【基金】：国家自然科学基金资助项目(71572156) 四川省社会科学重点研究基地资助项目(XJQ012)
【分类号】：F713.8

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