视觉显著性对横幅广告注意及记忆效果的影响研究
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摘要
目前对横幅广告视觉注意和记忆效果的研究出现了"独特性观"和"盲视观"两种矛盾的观点。本研究从任务驱动的视角出发,引入计算神经科学的视觉注意计算模型,借助眼动追踪技术,探讨不同任务驱动下横幅广告的视觉显著性对消费者的注意和记忆效果的影响。结果表明:在不同任务驱动下,横幅广告的视觉显著性对消费者的注意及记忆效果的影响具有显著差异。具体而言,在浏览任务中,视觉显著性高的横幅广告比视觉显著性低的横幅广告能带来更好的广告注意及记忆效果;在搜索任务中,不同视觉显著性水平的横幅广告对消费者的注意和记忆效果的影响没有显著差异。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借鉴。
At present,there are two conflicting views on the visual attention and memory effect of banner ads,which are "distinctiveness view"and "blindness view". From the task driven perspective,this study introduces the visual attention computing model of computational neuroscience to explore the effect of visual significance of banner ads on consumers' attention and memory effect under different task categories. Through the experiment of eye movement,this paper shows that in different task situations,for the visual significance of banner ads there is a significant difference in the effect of advertising attention and memory effect of consumers. Specifically,under the browsing task,the banner ads with high visual significance can bring better advertising attention and memory effect than the visual saliency banner ads. Under the search task,there is no significant difference in the effect of advertising attention and memory effect of consumers with different visual saliency levels. 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.
At present,there are two conflicting views on the visual attention and memory effect of banner ads,which are "distinctiveness view"and "blindness view". From the task driven perspective,this study introduces the visual attention computing model of computational neuroscience to explore the effect of visual significance of banner ads on consumers' attention and memory effect under different task categories. Through the experiment of eye movement,this paper shows that in different task situations,for the visual significance of banner ads there is a significant difference in the effect of advertising attention and memory effect of consumers. Specifically,under the browsing task,the banner ads with high visual significance can bring better advertising attention and memory effect than the visual saliency banner ads. Under the search task,there is no significant difference in the effect of advertising attention and memory effect of consumers with different visual saliency levels. 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
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[20] Itti L,Koch C,Niebur E. A model of saliency-based visual attention for rapid scene analysis[J]. IEEE Transactions on Pattern Analysis&Machine Intelligence,1998,20(11):1254-1259.
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[22] Stewart Shapiro,H. Shanker Krishnan. Memory-based measures for assessing advertising effects:a comparison of explicit and implicit memory effects[J]. Journal of Advertising,2001,30(3):1-13.
[23] Marc Resnick,William Albert. 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.
[24] 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.
[25] Tam K Y,Ho S Y. Understanding the Impact of web personalization on user information processing and decision outcomes[J]. Mis Quarterly,2006,30(4):865-890.
[26] Pagendarm M,Schaumburg H. Why are users bannerblind? the impact of navigation style on the perception of web banners[J]. Journal of Digital Information,2001,2(2001).
[27] 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.
[28] Ferreira P,Rita P,Morais D,et al. Grabbing attention while reading website pages:the influence of verbal emotional cues in advertising[C]. Etvce,2011.
[29] Elazary L,Itti L. Interesting objects are visually salient[J]. Journal of Vision,2008,8(3):1-15.
[30] 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.
[31] Wilson R T,Casper J. The role of location and visual saliency in capturing attention to outdoor advertising:how location attributes increase the likelihood for a driver to notice a billboard ad[J]. Journal of Advertising Research,2016,56(3):259-273.
[32]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.
[33]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.
[34]蒋玉石.网络广告切换速度及产品卷入度对消费者注意影响的眼动研究[J].管理世界,2013(10):180-181.
[35] Simmons W R. Abstract of “controlled recognition in the measurement of advertising perception”[J]. Public Opinion Quarterly,1961,25(3):470-471.
[36] Jacek Gwizdka. Distribution of cognitive load in Web search[J]. Journal of the American Society for Information Science and Technology,2010,61(11):2167-2187.
[37] 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.
[38] Sara Rosengren Ph D,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.
[39] 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.
[40] Delbaere M,Mcquarrie E F,Phillips B J. Personification in advertising:using a visual metaphor to trigger anthropomorphism[J]. Journal of Advertising,2011,40(1):121-130.
[41]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.
[42] Pieters R,Wedel M. Attention capture and transfer in advertising:brand,pictorial,and text-size effects[J].Journal of Marketing,2004,68(2):36-50.
[43] Lapa C. Using eye tracking to understand banner blindness and improve website design[D]. Eye Movements,2007.
[2] Lohse G L,Spiller P. Electronic shopping[J]. Communications of the ACM,1998,41(7):81-88.
[3] Chatterjee P. Are unclicked ads wasted? Enduring effects of banner and pop-up ad exposures on brand memory and attitudes[J]. Journal of Electronic Commerce Research,2008,9(1):51-61.
[4] 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.
[5]沈涵,滕凯.旅游目的地广告的受众临场感和目的地态度研究[J].旅游学刊,2015,30(12):66-73.
[6]Cicek M,Irem Eren-Erdogmus,Ikram Dastan. what makes consumers recall banner ads in mobile applications[C]. european marketing academy. 2017. 11-16.
[7] Sun Y. Solving the distinctiveness-blindness debate:a unified model for understanding banner processing[J].Journal of the Association for Information Systems,2013,14(2):49-71. 2.
[8]丁娜.新闻网页中横幅广告盲视现象的研究[D].南京师范大学,2016.
[9] 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, Minnesota, USA,April. DBLP,2002. 363-366.
[10] Hazlewood A. High-cost banner blindness:ads increase perceived workload, hinder visual search, and are forgotten[J]. ACM Transactions on Computer-Human Interaction(TOCHI),2005,12(4):423-445.
[11] Zhang P. The impact of animation timing and location on visual search task performance in the web environment[J]. Social Science Electronic Publishing,2001,2(4):69-79.
[12] Annie Lang,Kulijinder Dhillon,Qingwen Dong. The effects of emotional arousal and valence on television viewers’cognitive capacity and memory[J]. Journal of Broadcasting&Electronic Media, 1995, 39(3):313-327.
[13] 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.
[14] ZouharováM,Zouhar J,SmutnyZ. A MILP approach to the optimization of banner display strategy to tackle banner blindness[J]. Central European Journal of Operations Research,2016,24(2):473-488.
[15]张洪英,郭亚宁,李瑛.注意定势和刺激特征对无意视盲的影响[J].心理与行为研究,2013,11(4):451-456.
[16] Bolls P D,Lang A,Potter R F. The effects of message valence and listener arousal on attention,memory,and facial muscular responses to radio advertisements[J].Communication Research,2001,28(5):627-651.
[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]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.
[20] Itti L,Koch C,Niebur E. A model of saliency-based visual attention for rapid scene analysis[J]. IEEE Transactions on Pattern Analysis&Machine Intelligence,1998,20(11):1254-1259.
[21] Walther D,Koch C. Modeling attention to salient protoobjects[J]. Neural Networks the Official Journal of the International Neural Network Society,2006,19(9):1395.
[22] Stewart Shapiro,H. Shanker Krishnan. Memory-based measures for assessing advertising effects:a comparison of explicit and implicit memory effects[J]. Journal of Advertising,2001,30(3):1-13.
[23] Marc Resnick,William Albert. 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.
[24] 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.
[25] Tam K Y,Ho S Y. Understanding the Impact of web personalization on user information processing and decision outcomes[J]. Mis Quarterly,2006,30(4):865-890.
[26] Pagendarm M,Schaumburg H. Why are users bannerblind? the impact of navigation style on the perception of web banners[J]. Journal of Digital Information,2001,2(2001).
[27] 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.
[28] Ferreira P,Rita P,Morais D,et al. Grabbing attention while reading website pages:the influence of verbal emotional cues in advertising[C]. Etvce,2011.
[29] Elazary L,Itti L. Interesting objects are visually salient[J]. Journal of Vision,2008,8(3):1-15.
[30] 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.
[31] Wilson R T,Casper J. The role of location and visual saliency in capturing attention to outdoor advertising:how location attributes increase the likelihood for a driver to notice a billboard ad[J]. Journal of Advertising Research,2016,56(3):259-273.
[32]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.
[33]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.
[34]蒋玉石.网络广告切换速度及产品卷入度对消费者注意影响的眼动研究[J].管理世界,2013(10):180-181.
[35] Simmons W R. Abstract of “controlled recognition in the measurement of advertising perception”[J]. Public Opinion Quarterly,1961,25(3):470-471.
[36] Jacek Gwizdka. Distribution of cognitive load in Web search[J]. Journal of the American Society for Information Science and Technology,2010,61(11):2167-2187.
[37] 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.
[38] Sara Rosengren Ph D,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.
[39] 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.
[40] Delbaere M,Mcquarrie E F,Phillips B J. Personification in advertising:using a visual metaphor to trigger anthropomorphism[J]. Journal of Advertising,2011,40(1):121-130.
[41]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.
[42] Pieters R,Wedel M. Attention capture and transfer in advertising:brand,pictorial,and text-size effects[J].Journal of Marketing,2004,68(2):36-50.
[43] Lapa C. Using eye tracking to understand banner blindness and improve website design[D]. Eye Movements,2007.