소비자의 개념유창성과 관여도수준에 따른 제품배치 정보처리의 시각적 영향 The Visual Attention Effect of Product Placement Information under the Context of Conceptual Fluency and Product Involvement
This paper is about the relationships among conceptual fluency, involvement and visual attention of PPL(product placement). The antecedent researches focused on the effect of PPL using mainly recall or recognition data. On the contrary, this paper adopts neuroscience approaches using eye-tracker that can measure the eye movements of participants.The experimental designis 2*2 factorial analysis of conceptual fluency and involvement. As a result, the participants who are exposed by high conceptual fluency stimulus shows much more visual attention than that of low conceptual fluency situation. The involvement variable also shows the similar patterns; participants who are exposed by high involvement PPL stimulus shows much more visual attention than that of low involvement PPL condition. Also, these two experimental variables get interaction effect.This paper introduces the new approach of PPL study, and notes the importance of consideration of context of drama, and product involvement to maximize the effects of PPL.
This paper is about the relationships among conceptual fluency, involvement and visual attention of PPL(product placement). The antecedent researches focused on the effect of PPL using mainly recall or recognition data. On the contrary, this paper adopts neuroscience approaches using eye-tracker that can measure the eye movements of participants.The experimental design is 2*2 factorial analysis of conceptual fluency and involvement. As a result, the participants who are exposed by high conceptual fluency stimulus shows much more visual attention than that of low conceptual fluency situation. The involvement variable also shows the similar patterns; participants who are exposed by high involvement PPL stimulus shows much more visual attention than that of low involvement PPL condition. Also, these two experimental variables get interaction effect.This paper introduces the new approach of PPL study, and notes the importance of consideration of context of drama, and product involvement to maximize the effects of PPL.
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