品牌該在廣告片頭還是片尾露出？衡量凝視行為、品牌記憶與品牌態度

Reveal the Brand at Start or End of the Film? Measuring Fixation Behavior, Brand Memory and Attitude toward the Brand

駱少康(Shao-Kang Lo) ； 夏佳慧(Chia-Hui Hsia)

《中國廣告學刊》 24期 (2019/03) Pp. 58-71

摘要

本研究執行實驗室實驗，模擬消費者觀看電視節目時插入廣告之情境，在不於影片中揭露品牌與產品的廣告影片中操弄品牌在片頭或是片尾露出。募集受試者進入實驗室，隨機分派至其中一個情境，觀看過程中以眼動儀紀錄受試者的凝視行為，並透過量表衡量品牌記憶與品牌態度。結果顯示品牌於片尾露出時，會比於片頭露出時可以獲得較高的品牌注意（凝視時間與次數）與品牌回想；本研究也主張於片頭露出時會獲得比片尾露出時為高的品牌態度，只是實驗中未獲得支持。

關鍵字

品牌態度 ； 品牌回想 ； 品牌辨識 ； 說服知識模型 ； 眼動追蹤

並列摘要

This study conducts an experiment to simulate the situation in which insert an advertisement while watching TV programs. In the advertising films that do not reveal brand and product during the main feature which manipulates the brand reveal at the start and end of the film. The participant in the laboratory randomly assigned into one of the situations. During the viewing process, the participant viewing behavior was recorded by the eye tracker, and brand memory and brand attitude were measured by the scale. Results indicate brand reveal at end of film acquire greater brand attention and brand recall.

並列關鍵字

Attitude Toward the Brand ； Brand Recall ； Brand Recognition ； Persuasion Knowledge Model ； Eye Tracking

參考文獻

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