| The fast development of the Internet provides more and more spacefor web advertisements. In recent years, some websites are trying a newadveretisement mode: advertisement choice. It gives the name of theproduct to the viewers and they choose the advertisement they prefer. Thedevelopers hold the view that this new mode can increase the clicking rateand make the advertisement more attractive. However, it is necessary forfurther research whether the new mode can achieve the expected effect.This study focuses on this point and uses the eye-tracking technique tostudy the effect of advertisement choice on web advertising effectiveness.Eyes are windows of people’s spirit. Many psychological disciplinescan be seen from the windows. From four aspects of the advertisement (thewhole advertisement, the brand, the picture and the text), this thesis firstlydesigned an eye movement experiment to study people’s attention on webadvertisement under both mandatory and choosing mode, using index offixation duration, fixation count, first fixation duration and time to firstfixation. Then, the thesis used a questionnaire to test peolple’s memory ofthe brand and text, their interest in the advertisement and attitude towardsthe advertisement after reading. At the same time, this thesis also considerdthe effect of people’s gender and need for cognition. The results show thatunder advertisement choice mode, the web advertisement can attractpeople’s attention more, and their gender and need for cognition have some effect as well. Besides, the advertisement mode, people’e gender and needfor cognition also exert some effect on their attitude, interest and memoryof the advertisement.This study explores a new method to test the advertising effect,provides materials and data for further research, and also provides aconcrete and objective basis for promoting the advertisement choice mode. |
PDF Full Text Request