以眼球追蹤檢視突現廣告的注意力攫取

Eye Movement Assessment of Attentional Capture by Abrupt Ad Onsets

10.29843/JCCIS.201501_(28).0001

黃夙蓮(Su-Lien Huang)；陶振超(Chen-Chao Tao)

突現 ； 刺激物出現時間差 ； 心理反應回復期 ； 習慣效果 ； 眼球追蹤 ； abrupt onset ； stimulus onset asynchrony ； psychological refractory period ； habituation ； eye tracking

資訊社會研究

28期（2015 / 01 / 01）

1 - 33

繁體中文

視覺中突現的新物件能攫取注意力，但這項特徵很少應用在網路廣告中。視覺顯著假說指出，在前注意歷程時出現的新物件，攫取注意力的能力最強；在前注意歷程後出現的新物件，不易攫取注意力。實驗請實驗參與者閱讀網路新聞，操弄廣告比新聞先出現、同時出現，或晚出現（稱為刺激物出現時間差），在熟悉（網頁右側）或不熟悉（網頁左側）的廣告位置，對眼動的研究結果顯示，廣告比新聞先出現在不熟悉的位置，注意力攫取效果強。廣告出現在熟悉的位置，因習慣效果而易於被排除，注意力攫取效果弱。

The abrupt onset of a new object in the visual field captures attention automatically, but this feature is seldom used in Internet advertising. Based on visual salience hypothesis, a new object appearing during preattentive processing will have the best ability to capture attention, whereas a new object appearing after preattentive processing hardly captures attention. The experiment manipulated ad onset time before, simultaneously with, or after the appearance of the news (called stimulus onset asynchrony) at the familiar or unfamiliar location during online news reading. Eye movements show that ad onset time before the appearance of the news at the unfamiliar location has the strongest ability to capture attention. However, due to habituation, ads appearing at the familiar location fail to capture attention regardless of ad onset time. It is concluded that abrupt ad onsets are an effect but less intrusive way to improve ad effectiveness.

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