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Evaluation of advertisement websites based on consumer's visual search behavior

Research Project

Project/Area Number 25380569
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionBunkyo University

Principal Investigator

Masao Okano  文教大学, 情報学部, 教授 (40224042)

Co-Investigator(Kenkyū-buntansha) ASAKAWA MASAMI  文教大学, 健康栄養学部, 教授 (80279736)
Project Period (FY) 2013-04-01 – 2016-03-31
Project Status Completed (Fiscal Year 2015)
Budget Amount *help
¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000)
Fiscal Year 2015: ¥260,000 (Direct Cost: ¥200,000、Indirect Cost: ¥60,000)
Fiscal Year 2014: ¥260,000 (Direct Cost: ¥200,000、Indirect Cost: ¥60,000)
Fiscal Year 2013: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Keywords広告 / 情報的価値 / 視覚的注意 / 選択基準 / アイトラッキング / Web広告 / CM / 食品選択 / Webサイト / 注目度 / 食品選択基準 / 伝達内容 / 広告に対する態度
Outline of Final Research Achievements

In order to investigate the relationship between commercials and the amount of attention people pay to them, this study used eye-tracking data. Specifically, we examined the hypothesis that the subjects who assign importance to the product selection criteria included in a commercial's message pay more attention to the message than do subjects who do not. In the experiment, commercials and web sites with "low fat," "low calorie," and "weight control" messages were shown to 81 college students and eye-tracking data was collected. The results of the statistical analysis supported the research hypothesis. The tendency to pay attention to the messages that matched subjects’ product selection criteria was more prominent in the case of web sites, where subjects were unaffected by the influence of audio stimuli like narrations and had to pay attention only to the visual stimuli.

Report

(4 results)
  • 2015 Annual Research Report   Final Research Report ( PDF )
  • 2014 Research-status Report
  • 2013 Research-status Report
  • Research Products

    (15 results)

All 2016 2015 2014 2013

All Journal Article (6 results) (of which Peer Reviewed: 5 results,  Acknowledgement Compliant: 2 results) Presentation (9 results) (of which Int'l Joint Research: 2 results)

  • [Journal Article] 食品広告の情報的価値が広告に対する注目に及ぼす影響 : アイトラッキングによる分析2016

    • Author(s)
      浅川雅美・岡野雅雄
    • Journal Title

      広告科学

      Volume: 62 Pages: 1-12

    • NAID

      130006181293

    • Related Report
      2015 Annual Research Report
    • Peer Reviewed / Acknowledgement Compliant
  • [Journal Article] 食品広告の訴求内容と視聴者の選択基準の一致度が広告に対する態度に及ぼす影響2014

    • Author(s)
      浅川雅美・  岡野雅雄
    • Journal Title

      広告科学

      Volume: 60 Pages: 1-15

    • NAID

      130006172791

    • Related Report
      2014 Research-status Report
    • Peer Reviewed / Acknowledgement Compliant
  • [Journal Article] 食品広告の訴求内容と視聴者の選択基準の一致度が広告に対する態度に及ぼす影響2014

    • Author(s)
      浅川雅美・岡野雅雄
    • Journal Title

      広告科学

      Volume: 60

    • NAID

      130006172791

    • Related Report
      2013 Research-status Report
    • Peer Reviewed
  • [Journal Article] 特定保健用食品の選択行動:パッケージへの視線分析を中心として2013

    • Author(s)
      浅川雅美・岡野雅雄
    • Journal Title

      日経広告研究所報

      Volume: 271 Pages: 8-15

    • NAID

      40019822281

    • Related Report
      2013 Research-status Report
  • [Journal Article] Japanese consumer's food selection criteria and gender based differences2013

    • Author(s)
      Masami Asakawa & Masao Okano
    • Journal Title

      Behaviometrika

      Volume: 40 Pages: 41-55

    • NAID

      10031151460

    • Related Report
      2013 Research-status Report
    • Peer Reviewed
  • [Journal Article] Webサイトに対する「視聴印象」の多次元的特性の分析2013

    • Author(s)
      浅川雅美・岡野雅雄
    • Journal Title

      広告科学

      Volume: 59 Pages: 33-43

    • NAID

      130006181341

    • Related Report
      2013 Research-status Report
    • Peer Reviewed
  • [Presentation] The Effects of Message Congruency on Consumers’ Attention toward Web Advertisements2016

    • Author(s)
      Asakawa,Masami &Okano, Masao
    • Organizer
      17th Society for Personality and Social Psychology annual convention
    • Place of Presentation
      San Diego Convention Center
    • Year and Date
      2016-01-28
    • Related Report
      2015 Annual Research Report
    • Int'l Joint Research
  • [Presentation] 広告のメッセージと消費者の商品選択基準との間の整合性が 広告好感度に及ぼす影響: Web サイトの視線分析を通じて2015

    • Author(s)
      浅川 雅美 、岡野 雅雄
    • Organizer
      日本社会心理学会第56回大会
    • Place of Presentation
      東京女子大学
    • Year and Date
      2015-10-31
    • Related Report
      2015 Annual Research Report
  • [Presentation] Influence of advertising’s informative value on consumers' attention: In case of advertising website2015

    • Author(s)
      Masami Asakawa & Masao Okano
    • Organizer
      14th European Congress of Psychology
    • Place of Presentation
      ミラノ  University of Milano-Bicocca
    • Year and Date
      2015-07-07 – 2015-07-10
    • Related Report
      2014 Research-status Report
  • [Presentation] Influence of advertising’s informative value on consumers' attention: In case of advertising website2015

    • Author(s)
      Asakawa,Masami &Okano, Masao
    • Organizer
      14th European Congress of Psychology
    • Place of Presentation
      University of Milano
    • Year and Date
      2015-07-07
    • Related Report
      2015 Annual Research Report
    • Int'l Joint Research
  • [Presentation] Advertisements’ Informative Value : an Eye-tracking Study on Consumers’ Attention2015

    • Author(s)
      Masami Asakawa & Masao Okano
    • Organizer
      International Convention of Psychological Science
    • Place of Presentation
      アムステルダム Beurs van Berlage
    • Year and Date
      2015-03-12 – 2015-03-14
    • Related Report
      2014 Research-status Report
  • [Presentation] An eye tracking analysis of consumer attention to a weight-loss beverage TV commercial2014

    • Author(s)
      Masami Asakawa & Masao Okano
    • Organizer
      6th European Conference on Sensory and Consumer Research
    • Place of Presentation
      コペンハーゲン Bella Center
    • Year and Date
      2014-09-07 – 2014-09-10
    • Related Report
      2014 Research-status Report
  • [Presentation] Information gathering behavior on functional foods focusing on eye tracking of health claims2014

    • Author(s)
      Masami Asakawa & Masao Okano
    • Organizer
      Society for Personality and Social Psychology
    • Place of Presentation
      Austin (USA)
    • Related Report
      2013 Research-status Report
  • [Presentation] 食品選択基準が食品の選択行動に及ぼす影響2013

    • Author(s)
      浅川雅美・岡野雅雄
    • Organizer
      社会心理学会
    • Place of Presentation
      沖縄国際大学
    • Related Report
      2013 Research-status Report
  • [Presentation] Influence of advertising claim congruence on consumers' attitude toward the advertisement2013

    • Author(s)
      Masami Asakawa & Masao Okano
    • Organizer
      European Congress of Psychology
    • Place of Presentation
      Stockholm (Sweden)
    • Related Report
      2013 Research-status Report

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Published: 2014-07-25   Modified: 2019-07-29  

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