The Research Of Validity Of The Measurement Of The Real Estate Advertising Based On The Pattern Of Eye Movement

As the quick recovery of the real estate market turnover in 2016,real estate advertising in shaping and promoting developers also seem increasingly important in the products and brands.Research on real estate advertisement effect is the same purpose and meaning to allow developers to correctly recognize the advertisement effect,better able to use advertising to improve their image.This study through the literature review at home and abroad,combined with the real estate advertising features,design out of the real estate advertising effectiveness questionnaire,and obtained the effective after the empirical analysis of subjective assessment questionnaire.The assessment questionnaire is mainly from attention,memory,attitude and behavior,four psychological dimensions to measure the effect of the real estate advertising.At the same time,the effective assessment questionnaire as assessment tool,applied to the expert assessment,successfully from 14 is real estate advertising took out three is relatively good and 3 were relatively effect is not ideal real estate advertising as the subjective evaluation and objective behavior experiments of material for studying the effectiveness.Found in the subjective evaluation of the result of the experiment,the audience for different material of the evaluation of real estate advertising has a significant difference,the effect is good or bad judgment depends mainly on attract degree and satisfaction degree of advertising,and advertising memory and behavior,the impact on the effect evaluation is relatively weak.Found in the objective behavior experimental results,the audience on the real estate advertising presented in the project name and the degree of eye gaze of prominent slogan advertising compared with other parts of the number of more,longer duration,the pupil diameter is relatively large,and through the heat map found that center and browsed real estate advertising often at effect exists.On subjective evaluation and objective behavior experiment data analysis and comparison,found that real estate advertisement effect between subjective questionnaire assessment and objective assessment and eye movement data correlation,and there is a clear classification effect: the audience to watch more,long duration,the pupil diameter of large real estate advertising,the effect evaluation is high.Thus two-way prove the feasibility of effective assessment questionnaire,and eye movements to evaluate the effectiveness of the real estate advertisement effect method.