The Effect of Gaze Time to the P-O-P on Advertising effectiveness in Unconscious Consumer Behavior
| Project/Area Number |
25380566
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kagawa University |
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Principal Investigator |
MIN Kyunghyun 香川大学, 地域マネジメント研究科, 准教授 (40508206)
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| Project Period (FY) |
2013-04-01 – 2016-03-31
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| Project Status |
Completed (Fiscal Year 2015)
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| Budget Amount *help |
¥3,250,000 (Direct Cost: ¥2,500,000、Indirect Cost: ¥750,000)
Fiscal Year 2015: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2014: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Fiscal Year 2013: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
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| Keywords | 非認知型購買行動 / 媒体注視率 / 環境的要因 / 店頭広告 |
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| Outline of Final Research Achievements |
This study indicates an analysis of the compound effect of point-of-purchase advertising and environmental factors on the unconscious consumer behavior. Additionally, in this study, we argue that consumer’ s advertising attitude and purchase intention are influenced by advertisement recognition depend on the relevance of media involvement and gaze time to the point-of -purchase advertising. The result of the study proposes a more comprehensive model for measuring the effect of point-of-purchase advertising.
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Report
(4 results)
Research Products
(4 results)
