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首页> 外文期刊>Journal of Business Research >Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation
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Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation

机译：以前的品牌使用对视频广告和召回视觉注意力的调节作用：眼动追踪调查

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摘要

For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers' brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brands commercials draw more attention from current users than potential new customers. Testing whether prior brand usage moderates the effect of visual attention on recall, infrared eye-tracking collected fixation data from nearly 700 participants across 64 video advertising executions. The results indicate that brand users and non-users can give similar levels of visual attention: what matters is how the effectiveness of this attention differs across the two groups. Prior brand usage moderates the effect of visual attention on recall; light and non-users giving more attention have better recall. However, this effect does not exist for heavier users. These findings highlight the importance of developing advertising to gain visual attention from potential customers.
机译：对于广告商而言，吸引视频营销刺激对于建立和刷新消费者的品牌记忆以及增加他们的购买意愿至关重要。研究表明，品牌用户更有可能回想起广告，这可能表明品牌广告吸引了当前用户而不是潜在的新客户。为了测试先前的品牌使用情况是否会缓解视觉注意力对召回的影响，红外眼动仪从64个视频广告执行过程中的近700名参与者那里收集了注视数据。结果表明，品牌用户和非用户对视觉的关注程度相似：重要的是，这种关注的效果在两组之间有何不同。以前的品牌使用会减轻视觉注意力对召回的影响;轻便和非用户给予更多关注会带来更好的回忆。但是，对于较重的用户不存在这种效果。这些发现凸显了开发广告以吸引潜在客户的视觉关注的重要性。

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  • 来源
    《Journal of Business Research》 |2020年第4期|241-248|共8页
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  • 作者单位

    Univ South Australia Ehrenberg Bass Inst 70 North Terrace Adelaide SA 5001 Australia|South Australian Hlth & Med Res Inst North Terrace Adelaide SA 5001 Australia;

    Univ South Australia Ehrenberg Bass Inst 70 North Terrace Adelaide SA 5001 Australia;

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  • 正文语种 eng
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  • 关键词

    Video advertising; Attention; Eye-tracking; Prior brand usage; Brand familiarity; Recall;

    机译：视频广告;注意;眼动追踪;先前的品牌使用情况;品牌熟悉度;召回;

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