Influence of the informative value of advertising on consumers' attention and attitude

为了调查广告与人们对广告的关注度之间的关系，本研究使用眼球跟踪数据检验了一种假设，即重视广告信息中包含的产品选择标准的受试者比不重视广告的受试者更关注广告。在第一个实验中，向45名大学生播放了五个带有“低卡路里”和“放松”信息的广告。在第二个实验中，32名大学生观看了带有“低卡路里”和“安全”信息的广告。在两个实验中都收集了眼球跟踪数据，统计分析的结果支持了研究假设。此外，假设中描述的趋势在以下情况下表现得很强烈：(1)信息与原始食物图像之间存在很大差异，以及(2)信息显示在商业广告的结尾，而不是开始。

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.