The Eye Movement Of The Attention Engagement Of Goal Gontent To Goal Target Of Mobile Phone Printing Advertising

Goal content focus the consumer's attention on the stimulus, and actively influence the change of the consumer's attention, In the two levels advertising memorization and advertising appreciation,we observate the participants' attention difference on the text part and the graphics part of mobile phone printing advertising.The difference inflect eye movement indicators.Experiment design is 2×2 mixed factor, the independent variable 1 is the goal content,which is divided into two levels of advertising memorization and advertising appreciation,and is between-subject variable. The independent variable 2 is the goal target, which is divided into two levels of text part and the graphics part of advertising,and is within-subject variable.Dependent variable is attention engagement to text part and the graphics part of advertising. Eye movements indicators is gaze duration and pupillary diameter.The experiment concluded that:(1) Goal influence consumer's attention engagement to mobile phone printing advertising.The duration of attention in memorization level is significantly higher than the duration of attention in appreciation level.(2) the difference of between the intensity of attention in memorization level and the intensity of attention in appreciation level was not significant.(3) The cognitive processing level of memorization is higher than the cognitive processing level of appreciation.(4) Goal target, the attention duration on the text part was significantly higher than the attention duration on the graphics part.(5) Goal target, the intensity of attention on the graphics part was significantly higher than the intensity of attention on the text part.