Influence Mechanism Of Cognitive Style On The Processing Of Bullet Screen Video Advertisements

In recent years,new forms of advertising have become a research boom.Barragebased advertisement is a form of advertising that floats real-time comments above screen.Individuals with different cognitive styles have different ways of thinking.Field-dependent individuals tend to process information with external cues,while fieldindependent ones tend to process information with their own internal cues.In the past,researches on cognitive style in advertising mainly focused on print ads or web ads,however,it was scarce for them on barrage-based advertisements.As an external clue,consumers with different field cognition may have different consumption attitudes and purchasing behaviors when watching video advertisements.Experiment 1 investigated the effect of cognitive style on the processing effect of barrage-based video advertisement.We used Embedded Figures Test(EFT)to divide participants into field dependent group and field independent group.40 participants watched the video ads with or without a barrage,and then were asked to rate advertising effectiveness including cognition,attitude,and purchase intention when the experiment was over.Planned comparisons adopted linear mixed-effects models(LMM)using the lme4 package in R.The results showed that barrage-based video advertisements scored higher on all measures than the advertisement without online barrages for fielddependent ones,but the field-independent are not.Based on Experiment 1,we used eye-tracking technology to investigate the effect of size(large,small)and position(top and bottom)of the barrage on the processing of barrage video ads for field-dependent individuals.39 participants watched four types of commercial advertisements and rate as Exp.1.LMM results showed that there were significant effects of Proportion of Fixation Duration,Proportion of Fixation Counts,Proportion of Revisits Count and Transition Counts.Interestingly,a significant interaction between position and font size was observed.However,there were only significant effects of advertisement cognitive scores.In summary,the results of the experiments show that individuals with different cognitive styles have different processing effects when watching barrage video ads.For field-dependent consumers,the size and position of the barrage can affect the effectiveness of advertising.Instead,results supported the activation and match satisfaction model,social existence theory.Implications are discussed.