Influence Of Cognitive Load And The Way Of Brand Presentation On Movie Product Placement

The research objective: explore the subjects in the different cognitive load conditions ofthe different presentation of implanted the memory effect and eye patterns of the brand.Methods: subjects’ memory effect is measured with Process Dissociation Procedure.Grant contains test questionnaire and ruled out questionnaire test to subjects respectively,Contains test questionnaire was measured by participants of explicit memory scores, ruled outquestionnaire to measure the subjects of implicit memory performance, in addition to thepresentation sequence between two questionnaires, content has no difference; Using Tobii eyemovement instrument to measure subjects, including the pupil diameter, fixation time,fixation point and so on.The experiment design: experiment one adopted3x2mixed design, the first factor ofthree represents the cognitive load (high, medium and low) levels, as the variables betweengroups; the second factor for the present position of two levels (center, periphery), for thevariables in the group. The experiment design: experiment one adopted3x2mixed design,the first factor of three represents the cognitive load (high, medium and low) levels, as thevariables between groups; the second factor for rendering time two levels (long and short), forthe variables in the group. Two experiments of the dependent variable is memory performanceand eye movement patterns. Through the analysis of the above experimental data, draw thefollowing conclusion:1) Subjects under the conditions of different cognitive load of the pupil diameter size hasa significant difference, high and medium cognitive load group significantly greater than thelow cognitive load; high cognitive load group significantly greater than medium cognitiveload.2) Different cognitive load group of participants in fixation time have significantdifference, high cognitive load group is significantly lower than low cognitive load. Centerposition of the fixation time is significantly higher than the surrounding location at fixationtime. Subjects for long time brand is significantly higher than the short time brand at fixationtime.3) Center position fixation point was significantly more than the peripheral location ofbrand; Three groups of cognitive load under the condition of the subjects in the watch eachfixation point of rendering time brand have significant differences; High and medium cognitive load group was significantly less than the low cognitive load, high cognitive loadgroup was significantly lower than the medium cognitive load.4) Subjects under the condition of low cognitive load of explicit memory scores weresignificantly higher than medium and high cognitive load conditions; Medium cognitive loadgroup is significantly higher than high cognitive load. Center position of the brand position ofexplicit memory performance is significantly higher than the surrounding position of thebrand, rendering time long brand explicit memory performance is significantly higher than thepresent time is short of the brand.5) Center position of brand of implicit memory performance is significantly higher thanthe surrounding position of the brand.