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首页> 外文期刊>Journal of Business Research >Attention, memory and preference for direct and indirect print advertisements
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Attention, memory and preference for direct and indirect print advertisements

机译：对直接和间接印刷广告的关注，记忆和偏好

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摘要

We examined the effectiveness of direct and indirect advertising. Direct ads openly depict advertised products and brands. In indirect ads, the ad message requires elaboration. Eye movements were recorded while consumers viewed direct and indirect advertisements under fixed (5 s) or unlimited exposure time. Recognition of ads, brand logos and preference for brands were tested under two different delays (after 24 h or 45 min) from the ad exposure. The total viewing time was longer for the indirect ads when exposure time was unlimited. Overall, ad pictorials received more fixations and the brand preference was higher in the indirect condition. Recognition improved for brand logos of indirect ads when tested after the shorter delay. Consumers experienced indirect ads as more original, surprising, intellectually challenging and harder to interpret than direct ads. Current results indicate that indirect ads elicit cognitive elaboration that translates into higher preference and memorability for brands.
机译：我们研究了直接和间接广告的有效性。直接广告公开描述了广告产品和品牌。在间接广告中，需要详细说明广告信息。消费者在固定（5 s）或不受限制的曝光时间下观看直接和间接广告时，会记录眼动。广告的识别，品牌徽标和品牌偏好是在广告曝光后的两次不同的延迟（24小时或45分钟之后）后进行测试的。当曝光时间不受限制时，间接广告的总观看时间会更长。总体而言，在间接情况下，广告图片受到更多关注，并且品牌偏好更高。经过较短的延迟测试后，间接广告品牌徽标的识别度得到了提高。与直接广告相比，消费者体验到的间接广告更原始，更令人惊讶，在智力上更具挑战性且难以解释。目前的结果表明，间接广告会引起认知上的细化，从而转化为对品牌的更高的偏好和记忆力。

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  • 来源
    《Journal of Business Research》 |2020年第4期|249-261|共13页
  • 作者

  • 作者单位

    Univ Helsinki Neurosci Ctr Helsinki Inst Life Sci POB 21 Haartmaninkatu 3 FI-00014 Helsinki Finland|Univ Helsinki CBRU Helsinki Finland;

    Aalto Univ Dept Mkt Sch Business Espoo Finland;

    Univ Turku Turku Inst Adv Studies Turku Finland|Univ Turku Dept Psychol Turku Finland;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Advertisements; Originality; Attention; Memory; Preference; Eye-tracking;

    机译：广告;独创性;注意;记忆;偏爱;眼动追踪;

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