Eye Movement Study On The Influence Of Color And Goal Framing Effect On Consumption Decision

Over the years,research on advertising and consumption has been enduring.Text and color,as important components in advertising,directly affect the consumption decisions of advertising audiences.There are also many studies focusing on the impact of the interaction between the two on advertising preferences and consumption decisions.But few have used rigorous psychological experimental techniques to verify and infer.Therefore,this research is based on the Color-in-Context Theory and message framing theory,using psychology eye tracking technology to try to explore the impact of color and goal message framing on advertising consumption decisions from a psychological perspective,and the concrete manifestation of this influence at the level of attention and cognition.The pre-experiment intends to build new advertising materials based on previous studies.A total of four types of experimental materials and the corresponding positive and negative frame versions are prepared respectively.The basic questionnaire method is used to separately explore the impact of the goal message framing on consumption decisions and its wider application scope or limitation,the results show that the goal message framing effect may not be ubiquitous.In the limited sample,advertisements in the medical and health field may be more susceptible to this effect.The formal experiment is based on the pre-experiment and innovatively uses the eye-tracking method to track the subjects'eyes.The main purpose is to explore the difference between the attention and consumption intention when reading the positive and negative information frames under different color backgrounds in strict control of the experimental conditions,which shows:(1)A separate goal message framing will affect attention,that is,subjects will pay more attention to the negative frame information keywords in the advertisement,which is manifested by long fixation time and more fixation times.(2)The effect of separate color effects on the attention level is small.In this study,it was only found in a single experimental material(cervical cancer vaccine injection advertisement)that the red reading background would cause the subjects to pay attention for a longer time.(3)Regarding the influence of the interaction effect of color and goal message framing on the attention level,this study found that red will magnify the attention to negative information in the goal message framing,especially the words related to decision-making actions,such as "not choose".(4)Although there are significant differences in different experimental conditions at the attention level,in terms of decision-making,this difference is not shown.This means that decision-making is still a complicated process and the role of attention in decision-making is not linear.Nevertheless,a combination of multiple research data shows that the consistency of advertising elements is conducive to the persuasive effect of advertising.The combination of a red background and a negative frame will attract the user's attention to the greatest extent and improve the advertising effect,especially for public medical and health related advertisements.This research not only creatively provides new constructive guidance and inspiration for related advertising psychology research fields,but also provides valuable application value for advertising practice.