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  本文選題：植入式廣告 + 認知負荷　； 參考：《河南大學》2014年碩士論文

【摘要】：研究目的：探索被試在不同認知負荷條件下對不同呈現(xiàn)方式的植入品牌的記憶效果及眼動模式。 研究方法：采用加工分離程序測量被試的記憶效果。分別向被試發(fā)放包含測驗問卷及排除測驗問卷，其中包含測驗問卷測量了被試的外顯記憶成績，排除問卷測量了被試的內(nèi)隱記憶成績，兩種問卷之間除了呈現(xiàn)順序之外，內(nèi)容無差異；使用Tobii眼動儀測量被試的眼動模式，包括瞳孔直徑、注視時間、注視點等指標。 實驗設(shè)計：實驗一采用了3×2的混合實驗設(shè)計，其中第一個因素是認知負荷，有高、中、低三種水平，為組間變量；第二個因素是品牌呈現(xiàn)位置，有中心與周邊兩個水平，為組內(nèi)變量。實驗二也設(shè)計為3×2的混合實驗設(shè)計，其中第一個因素為認知負荷的三種水平，是組間變量；第二個因素為呈現(xiàn)時間的兩個水平（長、短），為組內(nèi)變量。兩個實驗的因變量均為記憶成績及眼動模式。經(jīng)過對以上實驗數(shù)據(jù)的整理分析，得出以下結(jié)論： （1）不同認知負荷條件下被試的瞳孔直徑大小有著顯著差異，高、中認知負荷組顯著大于低認知負荷組；高認知負荷組顯著大于中認知負荷組。 （2）不同認知負荷組的被試在觀看各品牌時的注視時間有著顯著差異，，高認知負荷組顯著低于低認知負荷組。中心位置的注視時間顯著高于周邊位置的注視時間。被試對長呈現(xiàn)時間品牌的的注視時間顯著高于短呈現(xiàn)時間的品牌。 （3）中心位置品牌的注視點顯著多于周邊位置的品牌；而三組認知負荷條件下的被試在觀看各呈現(xiàn)時間品牌的注視點也有著顯著差異。高、中認知負荷組顯著少于低認知負荷組，高認知負荷組顯著少于中認知負荷組。 （4）被試在低認知負荷條件下的外顯記憶成績顯著高于中、高認知負荷條件組。中認知負荷組顯著高于高認知負荷組。中心位置的品牌外顯記憶成績顯著高于周邊位置的品牌，呈現(xiàn)時間長的品牌外顯記憶成績顯著高于呈現(xiàn)時間短的品牌。 （5）中心位置品牌的內(nèi)隱記憶成績顯著高于周邊位置的品牌。
[Abstract]:Objective: to explore the memory effect and eye movement pattern of different presentation brand implants under different cognitive load. Methods: the memory effect of the subjects was measured by processing separation program. The inclusion test questionnaire and the exclusion test questionnaire were issued to the subjects respectively. The explicit memory scores of the subjects were measured by the inclusion test questionnaire and the implicit memory scores of the subjects were measured by the exclusion questionnaire. The results showed that there was no difference in the content. The eye movement pattern was measured by Tobii, including pupil diameter, fixation time, fixation point and so on. Experimental design: experiment 1 adopted a 3 脳 2 hybrid experimental design. The first factor was cognitive load, with three levels of high, middle and low, which were inter-group variables; the second factor was brand presentation location, with central and peripheral levels. Is a group variable. Experiment 2 is also designed as a 3 脳 2 hybrid experiment, in which the first factor is the three levels of cognitive load, which are inter-group variables, and the second factor is the two levels of presentation time (long, short, intra-group variables). The dependent variables of the two experiments were memory scores and eye movement patterns. Through the analysis of the above experimental data, the following conclusions are drawn: 1) there was significant difference in pupil diameter under different cognitive load, which was higher in middle cognitive load group than in low cognitive load group, and significantly larger in high cognitive load group than in middle cognitive load group. (2) the fixation time of the subjects with different cognitive load groups was significantly different from that of the low cognitive load group, and the fixation time of the high cognitive load group was significantly lower than that of the low cognitive load group. The fixation time in the center position was significantly higher than that in the peripheral position. The fixation time of long-time brands was significantly higher than that of short-time brands. (3) the fixation point of the central brand was significantly higher than that of the peripheral brand, and the three groups of subjects had significant differences in the fixation points of each time brand under the condition of cognitive load. The high and middle cognitive load group was significantly less than the low cognitive load group, and the high cognitive load group was significantly less than the middle cognitive load group. 4) the explicit memory scores of subjects under low cognitive load were significantly higher than those of middle and high cognitive load groups. Middle cognitive load group was significantly higher than high cognitive load group. The explicit memory score of brand in central location is significantly higher than that in peripheral location, and the explicit memory score in brand with long presentation time is significantly higher than that in brand with short presentation time. (5) the implicit memory score of central brand is significantly higher than that of peripheral brand.
【學位授予單位】：河南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：B842.1

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本文編號：1791177