合作还是冲突?组合代言中代言人关系类型对广告效果的影响

在营销实践中,多位代言人同时出现在一则广告中的组合代言广告日益增多,却很少有研究关注。本文探究了组合代言中代言人关系类型(合作型组合代言vs.冲突型组合代言)对广告效果的影响。研究发现,相对于合作型组合代言,冲突型组合代言会产生更好的广告效果;这种作用是通过消费者感知到的广告生动性所中介的;消费者的情感强度可以调节这种作用,对于情感强度较高的消费者,冲突型组合代言能产生更好的广告效果,而对于情感强度较低的消费者没有显著影响;此外,代言人之间的差异程度也可以起到调节作用,即当消费者对组合代言中代言人们的评价相差较小时,冲突型组合代言能提升广告效果,当对代言人们的评价相差较大时,则没有显著的促进作用。文章还对这些发现的理论贡献、营销启示和未来研究方向进行了讨论。     

Effects of consumer motives on search behavior using internet advertising.

Past studies on uses and gratifications theory suggested that consumer motives affect how they will use media and media contents. Recent advertising research has extended the theory to study the use of Internet advertising. The current study explores the effects of consumer motives on their search behavior using Internet advertising. The study employed a 2 by 2 between-subjects factorial experiment design. A total of 120 subjects were assigned to an experiment condition that contains an Internet advertisement varying by advertising appeals (i.e., rational vs. emotional) and product involvement levels (high vs. low). Consumer search behavior (measured by the depth, breadth, total amount of search), demographics, and motives were collected by post-experiment questionnaires. Because all three dependent variables measuring search behavior were conceptually related to each other, MANCOVA procedures were employed to examine the moderating effects of consumer motives on the dependent variables in four product involvement-advertising appeal conditions. Results indicated that main effects for product involvements and advertising appeals were statistically significant. Univariate ANOVA also showed that advertising appeals and product involvement levels influenced the total amount of search. Three-way interactions among advertising appeals, product involvement levels, and information motive were also statistically significant. Implications and future research directions are discussed.     

Impact of telepresence levels on internet advertising effects.

This study examined the dimensions of interactivity and vividness to propose three telepresence levels: content presence, social presence, and personal presence. Then, an experiment investigated the impact of different telepresence levels on Internet advertising. The effects of interactions between vividness of visual imagery (VVI) and product types in relation to telepresence levels and advertising effects were also analyzed. The study employed a factorial design: 4 (levels of telepresence) x 2 (product types) x 2 (VVI). Levels of telepresence and product types were both manipulated between subjects. VVI was measured within subjects. Experimental findings showed that high levels of telepresence of an Internet advertisement increased subject recall and recognition. The low VVI respondent group would have greater recognition than traditional advertisements when respondents were exposed above the level 2 (social presence) advertisement and the effect of recognition increased from level 1 (content presence) to level 3 (personal presence). Recognition increased from level 1 (content presence) to level 2 (social presence) for both search and experience product groups; however, only recognition of the experience product group increased in level 3 (personal presence).     

Judgment is not color blind: The impact of automatic color preference on product and advertising preferences

This research examines the colors white and black and highlights the importance of automatic preference for the color white over black in product choice and advertising contexts. Across three studies, we incorporate multiple Implicit Association Tests to assess automatic preferences for colors, products, races, and advertisements. In Study 1, we demonstrate an automatic color preference for white over black, show that this preference holds for Caucasian-Americans and African-Americans, and find that automatic color preference predicts automatic product preference of white over black-colored products. Study 2 extends these findings by showing that actual behavioral product choice is best predicted by a combination of automatic and explicit color preferences. In the advertising domain, Study 3 demonstrates how automatic color preference influences advertising responses and how it explains the lack of in-group preference by African-Americans in previous implicit studies of racial preference. Collectively, our research draws attention to the need to disentangle white and black as designation of colors versus racial groups, and offers significant and novel contributions to the work on color and race in consumer psychology.     

工作记忆表征引导视觉注意选择的眼动研究

工作记忆表征能否引导视觉注意选择？目前实验结果尚不一致。有研究者认为能否观察到注意引导效应取决于视觉搜索类型。研究采用工作记忆任务与视觉搜索任务相结合的双任务范式, 结合眼动追踪技术, 对不同视觉搜索类型下的注意引导效应进行验证。实验1结果发现, 不管视觉搜索任务的靶子是否变化, 在早期的眼动指标上都发现了显著的注意引导效应, 但注意引导效应在靶子固定的视觉搜索任务下表现得更强。实验2在平衡两种视觉搜索任务中的工作记忆负载后发现, 两种视觉搜索任务下都出现了显著的注意引导效应, 但没有发现实验1中所出现的任务间差异。实验结果否定了视觉搜索类型对注意引导效应的决定性影响, 同时也提示工作记忆负载可能在注意引导效应中起重要作用。     

Cognitive control over working memory biases of selection

Across many studies, researchers have found that representations in working memory (WM) can guide visual attention toward items that match the features of the WM contents. While some researchers have contended that this occurs involuntarily, others have suggested that the impact of WM contents on attention can be strategically controlled. Here, we varied the probability that WM items would coincide with either targets or distractors in a visual search task to examine (1) whether participants could intentionally enhance or inhibit the influence of WM items on attention and (2) whether cognitive control over WM biases would also affect access to the memory contents in a surprise recognition test. We found visual search to be faster when the WM item coincided with the search target, and this effect was enhanced when the memory item reliably predicted the location of the target. Conversely, visual search was slowed when the memory item coincided with a search distractor, and this effect was diminished, but not abolished, when the memory item was reliably associated with distractors. This strategic dampening of the influence of WM items on attention came at a price to memory, however, as participants were slowest to perform WM recognition tests on blocks in which the WM contents were consistently invalid. These results document that attentional capture by WM contents is partly, but not fully, malleable by top-down control, which appears to adjust the state of the WM contents to optimize search behavior. These data illustrate the role of cognitive control in modulating the strength of WM biases of selection, and they support a tight coupling between WM and attention.     

基于人性本真性的拟人化广告的负面情绪与态度——愧疚感的中介作用

通常来说,商业活动中的拟人化设计可以起到增加亲切感、提升产品评价和增加购买意愿作用。然而,产品广告中不恰当的拟人化设计所引发的负面情绪和态度却很少受到学术界和实践界的关注。本文以食物广告的拟人化设计为研究背景,发现广告中对食用对象进行不恰当的拟人化设计会让人产生愧疚感,进而对广告态度产生负面态度。更进一步,本文表明这种负面效应只发生在感知该拟人化对象的人性本真性高的情况。当消费者不相信拟人化对象真的会拥有人性(本真性低)时,拟人化广告并不会给人们带来明显的负面情绪和态度。     

Do multielement visual tracking and visual search draw continuously on the same visual attention resources?

Multielement visual tracking and visual search are 2 tasks that are held to require visual-spatial attention. The authors used the attentional operating characteristic (AOC) method to determine whether both tasks draw continuously on the same attentional resource (i.e., whether the 2 tasks are mutually exclusive). The authors found that observers can search and track within the same trial significantly better than would be predicted if the 2 tasks were mutually exclusive. In fact, the AOC for tracking and search is similar to that for tracking and auditory monitoring. The results of additional experiments support an attention-switching account for this high level of dual-task performance in which a single attentional resource is efficiently switched between the tracking and search. The results provide important constraints for architectures of visual selective attention and the mechanisms of multielement tracking.     

Visual search proceeds concurrently during the attentional blink and response selection bottleneck

It is well known that human information processing comprises several distinct subprocesses—namely, the perceptual, central, and motor stage. In each stage, attention plays an important role. Specifically, a type of attention—perceptual attention—operates to detect and identify a sensory input. Following this, another class of attention—central attention—is involved in working memory encoding and response selection at the central stage. While perceptual attention and central attention are known to be separate, distinct processes, some researchers reported findings that loading central attention postponed the deployment of perceptual attention needed to perform a spatial configuration search. We tested whether a similar pattern of results would emerge when a different kind of search task is used. To do so, we had participants perform a visual-search task of searching for a feature conjunction target, taxing perceptual attention while they are engaged in central processes, such as working memory encoding and response selection. The results showed that perceptual processing of conjunction search stimuli could be carried out concurrently with central processes. These results suggest that the nature of the concurrent visual search process is a determinant responsible for the dynamic relationship between perceptual attention deployed for visual search and central attention needed for working memory encoding and response selection.

     

眼见为实?视觉搜索的证实反应与策略反应

为检验视觉搜索加工过程中目标驱动与刺激驱动的制约关系,本研究采用视觉搜索范式,操作靶目标颜色与样例颜色是否匹配,以及搜索刺激集的样例颜色比例两个搜索难度变量;并根据靶目标兴趣区注视点情况,把搜索策略划分为证实反应与策略反应。结果表明,在搜索难度增加时,证实反应的比例下降,而策略反应的比例上升,这表明搜索策略的转换优化了注意选择功能。     

视觉工作记忆对前注意阶段注意定向的调节

在注意阶段,视觉工作记忆与注意共享某些特征时,视觉工作记忆内容会引导注意定向。在前注意阶段的影响又是如何？对此问题的研究却很少见,本研究采用工作记忆与基于特征的视觉搜索相结合的任务深入探讨了此问题。研究结果发现：即使在前注意阶段,注意定向也会受到视觉工作记忆自上而下的调节。然而与注意阶段不同的是：当视觉工作记忆内容与随后视觉搜索任务的目标相关时,与记忆内容匹配的搜索项目会引导注意定向到该项目所在的位置,但只有此项目作为分心物时,才会明显地延迟对靶子的加工,而此项目作为靶子时,这种影响并不明显;当视觉工作记忆中保持的项目与随后视觉搜索任务的目标无关时,注意会忽略视觉工作记忆中保持的项目,有效地检测靶子     

Analysing applications of neuromarketing in efficacy of programmatic advertising

In this paper, there is exploration of the concept of neuromarketing as a newly developed strategy with economic potential deriving from human brain research. The central notion of the essay is that programmatic advertising can be used to better comprehend the idea of neuromarketing and its impact on consumers' decision-making. So neuromarketing involves the scientific observation of brainwave activity, eye tracking, and skin response to determine how people's brains react to advertisements and other brand-related communications. By studying the brain, these neuromarketing strategies can forecast how consumers will make decisions. The neuromarketing tactics' benefits and constraints are studied on a number of market input devices in the paper. The influence of various techniques of neuromarketing is studied from the available research studies and literature. In the recent years, the neuromarketing concept has been able to garner a lot of importance in its contribution to the marketing, advertising, and programmatic advertising has been immensely helped by the understanding of consumer decision making. The consumer behaviour has been able to be comprehended through neuromarketing techniques which are one of the key pillars of the purpose and running of programmatic advertising. A neuromarketing study shall be the helping hand for increasing customer base, market leadership, and converting them to loyal customers. It will help in programmatic advertising through the understanding of the advertiser with respect to the likes and wants of the customers and how consumer attention can be drawn. The consumer behaviour can be understood by the marketers in terms of how the consumers react to the advertising.     

Escaping capture: bilingualism modulates distraction from working memory

We ask whether bilingualism aids cognitive control over the inadvertent guidance of visual attention from working memory and from bottom-up cueing. We compare highly-proficient Catalan-Spanish bilinguals with Spanish monolinguals in three visual search conditions. In the working memory (WM) condition, attention was driven in a top-down fashion by irrelevant objects held in WM. In the Identify condition, attention was driven in a bottom-up fashion by visual priming. In the Singleton condition, attention was driven in a bottom-up fashion by including a unique distracting object in the search array. The results showed that bilinguals were overall faster than monolinguals in the three conditions, replicating previous findings that bilinguals can be more efficient than monolinguals in the deployment of attention. Interestingly, bilinguals were less captured by irrelevant information held in WM but were equally affected by visual priming and unique singletons in the search displays. These observations suggest that bilingualism aids top-down WM-mediated guidance of attention, facilitating processes that keep separate representations in WM from representations that guide visual attention. In contrast, bottom-up attentional capture by salient yet unrelated input operates similarly in bilinguals and monolinguals.     

Cognitive load modulates attentional capture by color singletons during effortful visual search

Color singletons that are irrelevant to locating a visual target do not typically capture attention if visual search is effortful. In contrast, when search is efficient color singletons are often found to capture attention. Such distraction by a color singleton can be modulated by single-task vs. dual-task manipulations when visual search is efficient. This is due, presumably, to the increased cognitive load in the dual-task condition, which interferes with top-down attentional control. This study investigated whether capture by a color singleton is also modulated by single-task vs. dual-task manipulations when visual search was effortful. The results of three experiments revealed that attentional capture effects were absent in a single-task condition and were present in a dual-task condition, but only when the identity of the color singleton is not associated with the target response-set. When the identity of the color singleton was relevant to the response-set it captured attention in both the single-task and in dual-task conditions.     

A novel conceptual framework investigating the relationship between roadside advertising and road safety: The driver behaviour and roadside advertising conceptual framework

This paper proposes a conceptual framework to understand the relationship between roadside advertising signs, driver behaviour, and road safety outcomes. Roadside advertising signs are external distractions that may take a driver's attention away from safety-critical driving tasks, potentially increasing crash risk through driver distraction and inattention. Although studies report safety concerns, as a whole, the body of research in the field is inconclusive with inconsistent quality, making it difficult to draw firm conclusions. Definitive links between roadside advertising and road trauma are not yet evident, which has major consequences for road regulators' capacity to develop evidence-based policy to safely administer public roads. However, a lack of consistent evidence does not indicate an absence of risk but underscores its complexity. To address this problem, the Driver Behaviour and Roadside Advertising Conceptual Framework (DBRA framework) was developed to strategically investigate and conceptualise the phenomena of roadside advertising. A new term – “extended engagement” – has also been proposed to account for situations of prolonged attentional engagement with a roadside advertising sign. Further, it is posited that important variations in driving performance may be associated with a driver's extended engagement with a roadside advertising sign. Built on extant theories of driver behaviour and empirical research, the DBRA framework is designed to be a robust tool that encourages a common agenda for future roadside advertising research.     

Conflicts of interest: The implications of roadside advertising for driver attention

There is growing concern that roadside advertising presents a real risk to driving safety, with conservative estimates putting external distractors responsible for up to 10% of all road traffic accidents. In this report, we present a simulator study quantifying the effects of billboards on driver attention, mental workload and performance in Urban, Motorway and Rural environments. The results demonstrate that roadside advertising has clear adverse effects on lateral control and driver attention, in terms of mental workload. Whilst the methodological limitations of the study are acknowledged, the overriding conclusion is that prudence should be exercised when authorising or placing roadside advertising. The findings are discussed with respect to governmental policy and guidelines.     

Le TASC200, une épreuve d’attention et de saillance visuelle : fidélité, validité et normes préliminaires

In the clinical setting, attention is classically assessed by tasks that do not take into account theoretically important aspects, such as the salience-based guidance of visual search. The aim of this study was to develop a paced paper-and-pencil task for clinical use based on strong theoretical accounts that would assess salience-based visual search and that would meet the psychometric requirements for the assessment of attention. Participants were required to search and cancel targets of varying visual saliences as quickly and as accurately as possible during a predefined short period of time. The targets were intermixed with distractors. In agreement with theories of salience-based visual search, the results showed that the most salient targets were detected more easily than less salient targets. The task exhibited a quite acceptable test-retest reliability, and two construct validity studies showed that different scores involve different processes. This new task fully complies with the major theories of salience-based guidance of attention during visual search. It also meets the requirements of a plausible clinical task since its psychometric qualities are quite good. Preliminary normative data (n = 863) are presented for clinical use.     

Search performance without eye movements

Visual search performance (with sets chosen to elicit both serial and parallel search patterns) under two conditions that precluded saccades was compared to the typical situation in which visual inspection of the array is possible. In one condition, the display duration was so brief that any saccades that were executed would be too late to bring the targeted portion of the array into the fovea. In the other, the display remained present until the subject's response, but eye position was monitored and trials with shifts in fixation were excluded from analysis. The latter condition produced search latencies that were nearly identical to those with free inspection. Brief exposure, in contrast, did not produce the pattern typical of serial search, presumably because of strategies induced to deal with the rapid decay of the visual array. It is concluded that saccadic eye movements play little role in the patterns of performance used to infer serial and parallel search, and that brief exposure is not a satisfactory technique for exploring the role of saccadic eye movements in visual search.     

Words,shape, visual search and visual working memory in 3‐year‐old children

Do words cue children's visual attention, and if so, what are the relevant mechanisms? Across four experiments, 3‐year‐old children (N = 163) were tested in visual search tasks in which targets were cued with only a visual preview versus a visual preview and a spoken name. The experiments were designed to determine whether labels facilitated search times and to examine one route through which labels could have their effect: By influencing the visual working memory representation of the target. The targets and distractors were pictures of instances of basic‐level known categories and the labels were the common name for the target category. We predicted that the label would enhance the visual working memory representation of the target object, guiding attention to objects that better matched the target representation. Experiments 1 and 2 used conjunctive search tasks, and Experiment 3 varied shape discriminability between targets and distractors. Experiment 4 compared the effects of labels to repeated presentations of the visual target, which should also influence the working memory representation of the target. The overall pattern fits contemporary theories of how the contents of visual working memory interact with visual search and attention, and shows that even in very young children heard words affect the processing of visual information.     

Contextual cueing reduces interference from task-irrelevant onset distractors

Three experiments were conducted to examine the interaction of top-down and bottom-up influences on visual search. More specifically, we examined the extent to which stimulus-driven capture of attention by abrupt onset distractors would disrupt the acquisition and expression of memory-based guidance of attention as exemplified by the contextual cueing effect (Chun & Jiang, 1998, 1999). In Experiment 1 onset distractors were introduced at the beginning of practice on the search task. Results indicated that onset distractors and repeated distractor patterns had independent and opposing influences on the efficiency of search. Experiment 2 ruled out an alternative hypothesis concerning the capture of attention by abrupt onsets. In Experiment 3, abrupt onset distractors were introduced following several hundred trials of practice with repeated and new distractor patterns in visual search. In this case contextual cueing observed in the repeated distractor configuration condition partially suppressed the detrimental influence of the abrupt onset distractors on search performance. These data are discussed in terms of the interaction of top-down and bottom-up influences on visual search.