The Study Of Measuring The Mental Result Of Advertises Uses The Psychology Experiment Method

The advertised ideal result is an occurrence that inducts the consumer to purchase, therefore, the memory of the advertisement information, is the indispensability condition that consumer make the decision of purchase. Therefore, the possibility of memorization has been the important index sign of the evaluation advertisement.It exist many problems in the traditional advertisement result evaluation method, can't post objectively the mental process that consumer accept advertisement. along with the development of cognitive nerve science, the eye movement tracking technique and the ERP technique start to apply in the research of the psychology. With help of these instruments, researcher can understand the individual mental activities under different cognition or motions more objectively.This research adopt advertises inquisition questionnaire and recollections measurement technique made the research to the relation between the level of involvement and the memory result, and adopt the eye movement tracking technique and ERP technique to analyze the mental activity of consumer or latent consumer under different level of involvement systemic.Study discovered, under the condition of high product factor involvement degree and high personal factor involvement degree, the memory result of the advertisement information is better. the stimulate of the high involvement advertisement draw more attention automatically, and once consumer noticed this stimulate, because of the arising willing to exploring, under the condition of stimulating is not quite hard to understand, they will further process the advertised detailed contents.Involvement degree also show many influence on the advertisement attitude. the higher degree is, the more easy advertisement brand evaluation create .The high involvement causes more controllable processing, under the low involvement condition the brand evaluation dependent more on the automation processing. Therefore, the advertisement information as the conduct and actions to change the consumer's faith of...