2013 Fiscal Year Final Research Report
Influence of the informative value of advertising on consumers' attention and attitude
| Project/Area Number |
23530540
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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 | Bunkyo University |
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Principal Investigator |
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| Co-Investigator(Kenkyū-buntansha) |
OKANO Masao 文教大学, 情報学部, 教授 (40224042)
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| Project Period (FY) |
2011 – 2013
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| Keywords | アイトラッキング / 広告 / 伝達内容 / 広告に対する態度 / 食品選択基準 / 視線分析 |
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| Research Abstract |
In order to investigate the relationship between advertisements and the amount of attention people pay to them, this study used eye-tracking data to examine the hypothesis that the subjects who assign importance to the product selection criteria included in a commercial's message pay more attention to the commercials than do subjects who do not. In the first experiment, five commercials with "low calorie" and "relaxation" messages were shown to 45 college students. In the second experiment, commercials with the "low calorie" and "safety" messages were shown to 32 college students. Eye-tracking data were collected in both experiments.
The results of the statistical analysis supported the research hypothesis. Furthermore, the tendency described in the hypothesis appeared strongly when: (1) there was a big discrepancy between messages and original food images, and (2) the messages were shown at the end, rather than the beginning, of the commercials.
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Research Products
(13 results)
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[Presentation] 品選択基準が食品の選択行動に及ぼす影響
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[Presentation] Influence of advertising claimco ngruence on consumers' attitudes toward the advertisement
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[Presentation] Determinant factors of the attitude towards websites on Japanese green tea
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[Presentation] Influence of the food selection criteria on the attitude towards food
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[Presentation] Consumers' cognitive and affective reaction processes to different types of commercial films
