Examining the effect of salience manipulations of ads on oculomotor capture

• Main Authors: Kai-Chun-Cheng, 鄭凱駿
• Other Authors: Cheng-Ta Yang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/47111210417406942763

碩士 === 國立成功大學 === 心理學系認知科學碩士班 === 104 === The present study started from replicated previous debates about whether banner blindness was still a common phenomenon while user performing their tasks. In study 1, we further control those confounding variables in previous research to test whether participants would still be affected by location, ad salience, task demand and ad congruities. And the result showed that participants would still be affected by those manipulations. Especially when ads were high in both motion salience and pictorial salience and were placed at right location. In study 2, we further examined whether the oculomotor capture phenomenon observed in study 1 would present without motion salience by controlled ads ranking score. And the results of study 2 were similar to study 1 on location and motion salience effect, while the effects of task demand and ad congruity were reduced. This could be the results of lowering perceptual load as previous researches would suggested. While on the ad recognition test, we found that both ad location and salience combined together to affected ad recognition, while this result was greatly reduced due to lowering perceptual load.