Eye Movement on Advertising Psychological Effectiveness
This study is to investigate some key factors influencing advertising psychological effectiveness and the process to form the effectiveness. Based on information-processing theories, an experiment using eye tracking system is conducted. The independent factors includes product type, ad appeals and audiences processing style, in which only processing style is the between-group variable; the dependent factors contain subjective and physiological reactions, such as cognitive and affective reaction, attitude, number of fixations and pupil diameters, etc. Results show that: different combinations of independent variables lead to different ad effect. Their matching effect which has been studies previously, such as matching processing style with ad appeals, are not found coincidently in all the measures. This study also suggests that there is no clear borderline of processing levels.
Yang Mei
School of Mechanical and Aerospace Engineering, Nanyang Technologic University, Singapore,639798
国际会议
17th World Congress on Ergonomics(第十七届国际人类工效学大会)
北京
英文
1-6
2009-08-09（万方平台首次上网日期，不代表论文的发表时间）