The Influence Of Field Cognitive Style And Guidance On The Psychological Effect Of Sexual Appeal Advertisements

With the development of the advertising industry, consumers’ limited attention has become the focus of today’s market and media advertising competition, and sex appeal advertisements gradually become another compelling means of advertising. There are less domestic researches on the psychological effects of sex appeal advertisements, needless to say researches on the field cognitive style of the individual characteristics and on the role of guidance of the advertising design.So, what’s the difference in the information processing pattern of sex appeal advertisement between field independent-dependent cognitive style individuals? Can guidance enhance the efficiency of product information when browsing sex appeal advertisements? This study will combine objective and subjective evaluation methods of measurement give the answer.This research is divided into two parts, study 1 employed 2×2 mixed design, selected 44 subjects to explore the psychological influences of different field cognitive style subjects(field independent and field dependent) to different types of ads(sexual appeal and non-sexual appeal) through eye-tracking experiment and questionnaire evaluation method. The results showed that:(1) for the eye-tracking data, participants preferred non-sexual appeal advertisements to sexual appeal advertisements; field-independent subjects concerned more about the target products and searched more efficient than field-dependent subjects.(2) for cognitive measurement data, participants scored higher on the product attitude and purchase intention of non-sexual appeal advertisements to sexual appeal advertisements.Study 2 employed 2(field cognitive style: field independent and field dependent)×2(guidance: high guidance and low guidance) mixed design. Chose 20 participants, using eye-tracking experiment to explore the influences of guidance on the different field cognitive style subjects’ product browsing efficiency. The results indicated that:(1) the time to target product area is shorter for field-independent subjects than field-dependent subjects.(2) the time to target product area is shorter and dwell time rate is greater for high-guidance sexual appeal advertisements.(3) compared to the low-guidance advertisements, high-guidance sexual appeal advertisements can significantly decrease the time to target product area and increase the dwell time rate, which can improve the browsing efficiency of field–dependent.