Eye Movement Of Advertising Psychological Effectiveness From Information Processing

Advertising effectiveness is the influence of advertisement on audience, a compositive effect through human communication and the composite of psychological effectiveness, social effectiveness and economic effectiveness. Its key factor is psychological effect, which is the influence of advertisement on audience's psychology, such as cognition, feeling and emotion, motivation and behavior.Advertising information-processing models are first introduced, which show advertising information processing is a continuous procedure with different psychological reaction and finally form attitude, namely advertisement psychological effectiveness. Each process and influential factors formed when audience watch advertisement are extracted and studied with Eye Tracking System. In experiment, participants are asked to watch each plain advertisement freely to ensure their behavior is as the same as in real life. Results show that:1) Advertising information processing involves many important variables, such as product category, advertising appeals and individual characteristics, which can play roles alone or along with each other. Information processing is complex with different levels, but such levels cannot be revealed on all index. So advertising effectiveness is much more like the effectiveness hierarchy paradigm, which exist in every phase of information processing. Every phase has its own psychological reaction, but there is no clear line among phases.2) Vision measure and attitude measure represent different phase in information processing, and contain distinct cognitive cells and cognitive activities, so they cannot be wholly correspond with each other.3) In the eye movement study, advertising appeals don't match individuals' information-processing style.4) Number of fixations in AOIs changes with product category and advertising appeals. In general, total fixation duration of text AOI in rational appeals and mixed appeals advertisement lasts longer than that in picture AOI; averaged interfixation distance of picture AOI is larger than that of text AOI; pupil diameter of text AOI is smaller than that of picture AOI.5) Female's number of fixation is more than male's. Advertising professionals' number of fixation and averaged interfixation distance is smaller than non-professionals.6) Whether or not individuals want to buy the product and their perceived value for the product are important factors influencing their watching behavior. The advertisement of the wanted product can incite more fixation and longer fixation duration, bring better brand attitude and purchase intention. The advertisement of high perceived-value product can create longer fixation duration.7) Advertising appeals can play roles on advertising effectiveness alone or together with other factors. In general, the processing time for emotional advertisement is smallest, and its number of fixation and total fixation duration is smaller than that of rational appeals and mixed appeals advertisements, while brand attitude of the latter is better than that of emotional advertisement. The purchase intention for rational advertisement of wanted, low perceived-value and is greater than that of emotional advertisement; the purchase intention for emotional advertisement of non-wanted, high perceived-value products is greater than that of rational and mixed advertisements.