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摘要
外文摘要
引文資料
題名:
以眼球追蹤檢視突現廣告的注意力攫取
書刊名:
資訊社會研究
作者:
黃夙蓮
/
陶振超
作者(外文):
Huang, Su-lien
/
Tao, Chen-chao
出版日期:
2015
卷期:
28
頁次:
頁1-32
主題關鍵詞:
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
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
1
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:
7
點閱:23
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。
以文找文
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.
以文找文
期刊論文
1.
Hsieh, Y.-C.、Chen, K.-H.(2011)。How different information types affect viewer's attention on internet advertising。Computers in Human Behavior,27(2),935-945。
2.
Simola, J.、Kuisma, J.、Öörni, A.、Uusitalo, L.、Hyönä, J.(2011)。The impact of salient advertisements on reading and attention on web pages。Journal of Experimental Psychology: Applied,17(2),174-190。
3.
Benway, J. P.、Lane, D. M.(1998)。Banner blindness: Web searchers often miss "obvious" links。Internetworking: ITG Newsletter,1(3),1-10。
4.
Born, S.、Kerzel, D.(2011)。Effects of stimulus contrast and temporal delays in saccadic distraction。Vision Research,51(10),1163-1172。
5.
Cooke, L.(2008)。How do users search web home pages? An eye-tracking study of multiple navigation menus。Technical Communication,55(2),176-194。
6.
Hillstrom, A. P.、Yantis, S.(1994)。Visual motion and attentional capture。Perception & Psychophysics,55(4),399-411。
7.
Goodrich, K.(2011)。Anarchy of effects? Exploring attention to online advertising and multiple outcomes。Psychology & Marketing,28(4),417-440。
8.
Hervet, G.、Guerard, K.、Tremblay, S.、Chtourou, M. S.(2011)。Is banner blindness genuine? Eye tracking Internet text advertising。Applied Cognitive Psychology,25(5),708-716。
9.
Lamy, D.、Egeth, H. E.(2003)。Attentional capture in singleton-detection and featuresearch modes。Journal of Experimental Psychology: Human Perception and Performance,29(5),1003-1020。
10.
Ludwig, C. J. H.、Ranson, A.、Gilchrist, I. D.(2008)。Oculomotor capture by transient events: A comparison of abrupt onsets, offsets, motion, and flicker。Journal of Vision,8(14),1-16。
11.
Pashler, H.、Johnston, J. C.(1989)。Chronometric evidence for central postponement in temporally overlapping tasks。Quarterly Journal of Experimental Psychology,41(1),19-45。
12.
Niedermeier, K. E.、Pierson, C.(2010)。The impact of type-in interactivity and content consistency of Internet ads on brand and message recall。International Journal of Integrated Marketing Communications,2(2),61-68。
13.
Resnick, M.、Albert, W.(2014)。The impact of advertising location and user task on the emergence of banner ad blindness: An eye-tracking study。International Journal of Human-Computer Interaction,30(3),206-219。
14.
Theeuwes, J.(1995)。Temporal and spatial Characteristics of preattentive and attentive processing。Visual Cognition,2(2),221-233。
15.
Wu, S.-C.、Remington, R. W.(2003)。Characteristics of covert and overt visual orienting: Evidence from attentional and oculomotor capture。Journal of Experimental Psychology: Human Perception & Performance,29(5),1050-1067。
16.
Burke, M.、Hornof, A.、Nilsen, E.、Gorman, N.(2005)。High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten。ACM Transactions on Computer-Human Interaction,12(4),423-445。
17.
Diao, F. F.、Sundar, S. S.(2004)。Orienting response and memory for web advertisements: Exploring effects of pop-up window and animation。Communication Research,31(5),537-567。
18.
Godijn, R.、Kramer, A. F.(2008)。Oculomotor capture by surprising onsets。Visual Cognition,16(2),279-289。
19.
Kim, M.-S.、Cave, K. R.(1999)。Top-down and bottom-up attentional control: On the nature of interference from a salient distractor。Perception & Psychophysics,61(6),1009-1023。
20.
Lang, A.、Geiger, S. F.、Strickwerda, M.、Sumner, J.(1993)。The effects of related and unrelated cuts on television viewers' attention, processing capacity, and memory。Communication Research,20(1),4-29。
21.
Oberauer, Klaus(2002)。Access to information in working memory: Exploring the focus of attention。Journal of Experimental Psychology: Learning, Memory, and Cognition,28(3),411-421。
22.
Telford, C. W.(1931)。The refractory phase of voluntary and associative responses。Journal of Experimental Psychology,14(1),1。
23.
Theeuwes, J.(1994)。Stimulus-driven capture and attentional set: Selective search for color and visual abrupt onsets。Journal of Experimental Psychology: Human Perception and Performance,20(4),799-806。
24.
Baddeley, A. D.(2012)。Working memory: Theories, models, and controversies。Annual Review of Psychology,63,1-29。
25.
Theeuwes, J.(1992)。Perceptual selectivity for color and form。Perception & Psychophysics,51(6),599-606。
26.
陶振超(20110400)。媒介訊息如何獲得注意力:突出或相關?認知取徑媒體研究之觀點。新聞學研究,107,245-290。
延伸查詢
27.
Theeuwes, J.(2010)。Top-down and bottom-up control of visual selection。Acta Psychologica,135(2),77-99。
28.
Drèze, Xavier、Hussherr, François-Xavier(2003)。Internet advertising: Is anybody watching?。Journal of Interactive Marketing,17(4),8-23。
29.
Yantis, Steven、Jonides, John(1984)。Abrupt visual onsets and selective attention: Evidence from visual search。Journal of Experimental Psychology: Human Perception and Performance,10(5),601-621。
會議論文
1.
Bayles, M. E.(2002)。Designing online banner advertisements: Should we animate?。The CHI 2002,(會議日期: 2002, April 20-25)。Minneapolis, MN。
2.
Tao, C. C.(201006)。Processing emotional stimuli: The competition between positivity and negativity for eye movements and attention。The 60th Annual Conference of the International Communication Association。Singapore。
圖書
1.
Jarvis, B.(2012)。DirectRT Research Software。New York:Empirisoft。
2.
Jarvis, B.(2012)。MediaLab Research Software。New York, NY:Empirisoft。
3.
Sokolov, E. N.(1963)。Perception and the conditioned reflex。New York:Macmillan。
4.
Pavlov, Ivan P.(1927)。Conditioned reflexes。Oxford University Press。
其他
1.
Tobii Technology(2011)。Tobii TX300 eye tracker,http://www.tobii.com/Global/Analysis/Downloads/User_Manuals_and_Guides/Tobii_TX300_EyeTracker_UserManual.pdf。
圖書論文
1.
Theeuwes, J.、Atchley, P.、Kramer, A. F.(2000)。On the time course of top-down and bottom-up control of visual attention。Control of cognitive processes: Attention and performance。Cambridge, MA:MIT Press。
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