Eye Movement Study On Undergraduates’Processing Print Ads Which Effected By Different Type Of Appeals

This paper used eyemovement tracking technology and attitude questionnaires to investigate the effects that how did the different type of Print ads worked on undergraduates’ processing plane ads’information, which aimed to do some favors to designing ads.Method:the first experiment employed2(individual involvement:high involvement, low involvement)×4(type of product:high involved-information, high involved-transformation, low involved-information, low involved-transformation)X3(type of appeals:emotional, mixed, rational)mixed design of the three factors. Individual involvement was between-subjects and the other factors was within-subjects. The dependent variables were:fixation time, fixation numbers, the average fixation time and pupil size. After trial used purchasing intention questionnaire to measure the purchasing intention.The first experiment employed2(type of appeals:emotional, rational)×2(carrier types:picture, text) mixed design with two within subjects. The dependent variables were:fixation time, fixation numbers, the average fixation time and pupil size. After trial used purchasing intention and ads attitude questionnaires to measure the purchasing intention and attitude to the ads.The results of experiment I found that:(1)In terms of the eye movement index:the fixation time, fixation numbers, the average fixation time, the pupil size, levels of individual involvement, product types, type of appeals interacted with each others and the effect of the interaction between the three factors was significant ormarginally significant;(2) the purchasing intentions were significant deferent with each others with the high level of individual’s involvement. The results of Experiment Ⅱfound that:(1) subjects eye movement’s deference was significant which between they watching the same type ads of appeal with picture carrier and text carrier;(2) subjects’s purchasing intentions to the products of different type of carriers were significant different.Conclusions:(1)at the high level of individual involvement, ads of rational appeal matched with product of high involved-information had the best advertising effect; ads of mixed appeal matched with product of high involved-transformation had the best advertising effect;ads of rational appeal matched with product of low involved-information had the best advertising effect;ads of mixed appeal matched with product of low involved-transformation had the best advertising effect;(2) in generally, at the low level of individual involvement, the eye movement indexs had no significant difference when subjects watching the different types of products with the different types of appeal, and this suggesting that individuals had no apparent preference to different type of ads;(3)the picture carrier’s advertising effect is better than that of text;(4) in generally, the visual measurement data agreed with the measurement of purchasing intention.