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

2015 Fiscal Year Final Research Report

• 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
• 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.

Free Research Field

社会科学（マーケティング、消費者行動）