The Effect of Gaze Time to the P-O-P on Advertising effectiveness in Unconscious Consumer Behavior

Research Project

Project/Area Number	25380566
Research Category	Grant-in-Aid for Scientific Research (C)
Allocation Type	Multi-year Fund
Section	一般
Research Field	Commerce
Research Institution	Kagawa University
Principal Investigator	MIN Kyunghyun 香川大学, 地域マネジメント研究科, 准教授 (40508206)
Project Period (FY)	2013-04-01 – 2016-03-31
Project Status	Completed (Fiscal Year 2015)
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)
Keywords	非認知型購買行動 / 媒体注視率 / 環境的要因 / 店頭広告
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.

Report

(4 results)