视觉显著性、任务类型和内容一致性对网络广告注意效果的联合效应研究
|
摘要
本研究引入视觉注意计算模型,借助眼动追踪技术,构建了视觉显著性、任务类型和内容一致性对广告注意效果的三项联合影响模型。对240名被试的眼动数据进行分析,结果表明:任务类型及内容一致性在视觉显著性对广告注意效果的影响过程中均起到了显著的调节作用;任务类型,内容一致性与视觉显著性三项交互联合影响用户对网络广告的注意效果:在浏览任务情境下,广告的视觉显著性高且与网页的内容一致时,被试的注意效果最好。本研究丰富了计算神经科学在营销领域的运用,为企业选择合适的网络广告策略提供了借鉴。
The visual attention computing model was introduced to construct three joint influence models of visual saliency,task type and content consistency on advertising attention with the help of eye tracking technology.The results of the 240 subjects′ eye movement data show that the task type and content consistency have played a significant adjustment role in the effect of visual saliency on advertising attention,and the combination of task type,content consistency and visual saliency affects the effect of the users' attention to internet advertising.In the context of browsing tasks,when the visual saliency of advertisements is high and consistent with the content of web pages,the attention of the subjects is the best.This article enriches the application of computational neuroscience in the marketing field.The conclusion provides some inspiration for enterprises to choose appropriate network advertising strategies.
The visual attention computing model was introduced to construct three joint influence models of visual saliency,task type and content consistency on advertising attention with the help of eye tracking technology.The results of the 240 subjects′ eye movement data show that the task type and content consistency have played a significant adjustment role in the effect of visual saliency on advertising attention,and the combination of task type,content consistency and visual saliency affects the effect of the users' attention to internet advertising.In the context of browsing tasks,when the visual saliency of advertisements is high and consistent with the content of web pages,the attention of the subjects is the best.This article enriches the application of computational neuroscience in the marketing field.The conclusion provides some inspiration for enterprises to choose appropriate network advertising strategies.
引文
[1] 中国网络广告市场年度监测报告简版[A].艾瑞咨询系列研究报告(2017年第4期)[C].2017:42.
[2] 郭伏,张雪峰,孙凤良,等.新品上市广告中品牌差异的脑认知研究[J].工业工程与管理,2014,19(04):115-119+134.
[3] Lee W Y,Hur Y,Kim D Y,et al.The effect of endorsement and congruence on banner ads on sports websites[J].International Journal of Sports Marketing & Sponsorship,2017,18(3):263-280.
[4] 蒋玉石.网络广告交互水平和尺寸大小对消费者注意的影响研究[J].管理世界,2014(09):184-185.
[5] Moore R S,Coulter R A.Banner Advertiser-Web Site Context Congruity and Color Effects on Attention and Attitudes[J].Journal of Advertising,2005,34(2):71-84.
[6] ?i?ek M,Eren-Erdomu,Da.What Makes Consumers Recall Banner Ads in Mobile Applications[C].European marketing academy,2017:11-16.
[7] 丁娜.新闻网页中横幅广告盲视现象的研究[D].南京:南京师范大学,2016.
[8] Resnick M,Albert W.The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness:An Eye-Tracking Study[J].International Journal of Human-Computer Interaction,2014,30(3):206-219.
[9] Porta M,Ravarelli A,Spaghi F.Online newspapers and ad banners:an eye tracking study on the effects of congruity[J].Online Information Review,2013,37(3):405-423.
[10] Hershberger E,Costea A E.Task orientation and ad recall:an exploratory study[C]//Proceedings of the 3rd International Conference on Management,2009:82-87.
[11] Bayles M E.Designing online banner advertisements:should we animate?[C]//CHI 2002 Conference on Human Factors in Computing Systems:Changing Our World,Changing Ourselves,Minneapolis,2002:363-366.
[12] Frintrop S,Rome E,Christensen H I.Computational visual attention systems and their cognitive foundations:A survey[J].Acm Transactions on Applied Perception,2010,7(1):1-39.
[13] Itti L,Koch C,Niebur E.A Model of Saliency-Based Visual Attention for Rapid Scene Analysis[M].IEEE Computer Society,1998.
[14] 黎万义,王鹏,乔红.引入视觉注意机制的目标跟踪方法综述[J].自动化学报,2014,40(4):561-576.
[15] Le M O,Chevet J C.Relevance of a feed-forward model of visual attention for goal-oriented and free-viewing tasks[J].IEEE Trans Image Process,2010,19(11):2801-2813.
[16] Wilson R T,Baack D W,Till B D.Creativity,attention and the memory for brands:an outdoor advertising field study[J].International Journal of Advertising,2015,34(2):232-261.
[17] Lavie N,Hirst A,De Fockert J W,et al.Load theory of selective attention and cognitive control[J].Journal of Experimental Psychology General,2004,133(3):339-54.
[18] Cartwright-Finch U,Lavie N.The role of perceptual load in inattentional blindness[J].Cognition,2007,102(3):321-340.
[19] Calvillo D P,Jackson R E.Animacy,perceptual load,and inattentional blindness[J].Psychonomic Bulletin & Review,2014,21(3):670-675.
[20] Walther D,Koch C.Modeling attention to salient proto-objects[J].Neural Networks the Official Journal of the International Neural Network Society,2006,19(9):1395.
[21] Novak T P,Hoffman D L,Duhachek A.The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences[J].Journal of Consumer Psychology,2003,13(1):3-16.
[22] Hong W,Thong J Y L,Tam K Y.How do Web users respond to non-banner-ads animation?The effects of task type and user experience[J].Journal of the American Society for Information Science & Technology,2007,58(10):1467–1482.
[23] Hervet G,Guérard K,Tremblay S,et al.Is banner blindness genuine?Eye tracking internet text advertising[J].Applied Cognitive Psychology,2011,25(5):708-716.
[24] Mandler G.The structure of value:accounting for taste.Proceedings of Affect and Cognition:The 17th Annual Carnegie Symposium on Cognition[C].1982.3-36.
[25] Elazary L,Itti L.Interesting objects are visually salient[J].Journal of Vision,2008,8(3):1-15.
[26] Underwood G,Humphrey K,Van L E.Decisions about objects in real-world scenes are influenced by visual saliency before and during their inspection[J].Vision Research,2011,51(18):2031-2038.
[27] 李诸洋,刘璐.眼动与脑电同步记录技术在心理语言学研究中的新进展[J].心理科学,2017(4):850-855.
[28] 施卓敏,郑婉怡.探秘不同认知风格的个体关注广告的差异——广告位置和认知风格对广告效果影响的眼动研究[J].营销科学学报,2014,10(3):128-145.
[29] 白学军,宫准,杨海波.位置和内容对网页广告效果影响的眼动评估[J].应用心理学,2008,14(3):208-212.
[30] Gwizdka J.Distribution of cognitive load in Web search[J].Journal of the American Society for Information Science and Technology,2010,61(11):2167–2187.
[31] Rosengren S.Publicity vs Advertising in a Cluttered Environment:Effects on Attention and Brand Identification[J].Journal of Current Issues & Research in Advertising,2008,30(2):27-35.
[32] Lehnert K,Till B D,Carlson B D.Advertising creativity and repetition:recall,wearout and wearin effects[J].International Journal of Advertising,2013,32(2):211-231.
[33] Grant A M,Sumanth J J.Mission possible?The performance of prosocially motivated employees depends on manager trustworthiness[J].Journal of Applied Psychology,2009,94(4):927-944.
[34] Dawson J F,Richter A W.Probing three-way interactions in moderated multiple regression:development and application of a slope differencetest[J].Journal of Applied Psychology,2006,91(4):917-26.
[2] 郭伏,张雪峰,孙凤良,等.新品上市广告中品牌差异的脑认知研究[J].工业工程与管理,2014,19(04):115-119+134.
[3] Lee W Y,Hur Y,Kim D Y,et al.The effect of endorsement and congruence on banner ads on sports websites[J].International Journal of Sports Marketing & Sponsorship,2017,18(3):263-280.
[4] 蒋玉石.网络广告交互水平和尺寸大小对消费者注意的影响研究[J].管理世界,2014(09):184-185.
[5] Moore R S,Coulter R A.Banner Advertiser-Web Site Context Congruity and Color Effects on Attention and Attitudes[J].Journal of Advertising,2005,34(2):71-84.
[6] ?i?ek M,Eren-Erdomu,Da.What Makes Consumers Recall Banner Ads in Mobile Applications[C].European marketing academy,2017:11-16.
[7] 丁娜.新闻网页中横幅广告盲视现象的研究[D].南京:南京师范大学,2016.
[8] Resnick M,Albert W.The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness:An Eye-Tracking Study[J].International Journal of Human-Computer Interaction,2014,30(3):206-219.
[9] Porta M,Ravarelli A,Spaghi F.Online newspapers and ad banners:an eye tracking study on the effects of congruity[J].Online Information Review,2013,37(3):405-423.
[10] Hershberger E,Costea A E.Task orientation and ad recall:an exploratory study[C]//Proceedings of the 3rd International Conference on Management,2009:82-87.
[11] Bayles M E.Designing online banner advertisements:should we animate?[C]//CHI 2002 Conference on Human Factors in Computing Systems:Changing Our World,Changing Ourselves,Minneapolis,2002:363-366.
[12] Frintrop S,Rome E,Christensen H I.Computational visual attention systems and their cognitive foundations:A survey[J].Acm Transactions on Applied Perception,2010,7(1):1-39.
[13] Itti L,Koch C,Niebur E.A Model of Saliency-Based Visual Attention for Rapid Scene Analysis[M].IEEE Computer Society,1998.
[14] 黎万义,王鹏,乔红.引入视觉注意机制的目标跟踪方法综述[J].自动化学报,2014,40(4):561-576.
[15] Le M O,Chevet J C.Relevance of a feed-forward model of visual attention for goal-oriented and free-viewing tasks[J].IEEE Trans Image Process,2010,19(11):2801-2813.
[16] Wilson R T,Baack D W,Till B D.Creativity,attention and the memory for brands:an outdoor advertising field study[J].International Journal of Advertising,2015,34(2):232-261.
[17] Lavie N,Hirst A,De Fockert J W,et al.Load theory of selective attention and cognitive control[J].Journal of Experimental Psychology General,2004,133(3):339-54.
[18] Cartwright-Finch U,Lavie N.The role of perceptual load in inattentional blindness[J].Cognition,2007,102(3):321-340.
[19] Calvillo D P,Jackson R E.Animacy,perceptual load,and inattentional blindness[J].Psychonomic Bulletin & Review,2014,21(3):670-675.
[20] Walther D,Koch C.Modeling attention to salient proto-objects[J].Neural Networks the Official Journal of the International Neural Network Society,2006,19(9):1395.
[21] Novak T P,Hoffman D L,Duhachek A.The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences[J].Journal of Consumer Psychology,2003,13(1):3-16.
[22] Hong W,Thong J Y L,Tam K Y.How do Web users respond to non-banner-ads animation?The effects of task type and user experience[J].Journal of the American Society for Information Science & Technology,2007,58(10):1467–1482.
[23] Hervet G,Guérard K,Tremblay S,et al.Is banner blindness genuine?Eye tracking internet text advertising[J].Applied Cognitive Psychology,2011,25(5):708-716.
[24] Mandler G.The structure of value:accounting for taste.Proceedings of Affect and Cognition:The 17th Annual Carnegie Symposium on Cognition[C].1982.3-36.
[25] Elazary L,Itti L.Interesting objects are visually salient[J].Journal of Vision,2008,8(3):1-15.
[26] Underwood G,Humphrey K,Van L E.Decisions about objects in real-world scenes are influenced by visual saliency before and during their inspection[J].Vision Research,2011,51(18):2031-2038.
[27] 李诸洋,刘璐.眼动与脑电同步记录技术在心理语言学研究中的新进展[J].心理科学,2017(4):850-855.
[28] 施卓敏,郑婉怡.探秘不同认知风格的个体关注广告的差异——广告位置和认知风格对广告效果影响的眼动研究[J].营销科学学报,2014,10(3):128-145.
[29] 白学军,宫准,杨海波.位置和内容对网页广告效果影响的眼动评估[J].应用心理学,2008,14(3):208-212.
[30] Gwizdka J.Distribution of cognitive load in Web search[J].Journal of the American Society for Information Science and Technology,2010,61(11):2167–2187.
[31] Rosengren S.Publicity vs Advertising in a Cluttered Environment:Effects on Attention and Brand Identification[J].Journal of Current Issues & Research in Advertising,2008,30(2):27-35.
[32] Lehnert K,Till B D,Carlson B D.Advertising creativity and repetition:recall,wearout and wearin effects[J].International Journal of Advertising,2013,32(2):211-231.
[33] Grant A M,Sumanth J J.Mission possible?The performance of prosocially motivated employees depends on manager trustworthiness[J].Journal of Applied Psychology,2009,94(4):927-944.
[34] Dawson J F,Richter A W.Probing three-way interactions in moderated multiple regression:development and application of a slope differencetest[J].Journal of Applied Psychology,2006,91(4):917-26.