合理的な購買態度の消費者が注目するテレビCM の表現・ 制作的要素: アイトラッキングによる分析

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  • ゴウリテキ ナ コウバイ タイド ノ ショウヒシャ ガ チュウモク スル テレビ CM ノ ヒョウゲン ・ セイサクテキ ヨウソ : アイトラッキング ニ ヨル ブンセキ

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Abstract

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This study examined the hypothesis that the degree of consumers' attention to textual information, third-party endorsement marks, and TV personalities will vary according to consumer characteristics. The "Tokuho" mark was used as the endorsement mark of a third-party organization, and the extent to which purchasing attitudes are rational was adopted as a consumer characteristic.Fifty-five subjects were presented with a commercial in which a talent introduced a yogurt product with the Tokuho mark on its package. Eye movements of the subjects were recorded as they watched the commercial, using a noncontact-type eye-tracker. Subjects were then asked to respond to a scale that measured the degree of the rational characteristics of their purchasing attitudes.Analysis of the data revealed that the level of attention to third-party endorsement marks and the face of a celebrity depended on the consumer characteristic of whether the purchasing attitudes were rational or not.

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