本文選題：植入式廣告 + 認(rèn)知負(fù)荷��； 參考：《河南大學(xué)》2014年碩士論文

【摘要】：研究目的：探索被試在不同認(rèn)知負(fù)荷條件下對(duì)不同呈現(xiàn)方式的植入品牌的記憶效果及眼動(dòng)模式。 研究方法：采用加工分離程序測(cè)量被試的記憶效果。分別向被試發(fā)放包含測(cè)驗(yàn)問卷及排除測(cè)驗(yàn)問卷，其中包含測(cè)驗(yàn)問卷測(cè)量了被試的外顯記憶成績(jī)，排除問卷測(cè)量了被試的內(nèi)隱記憶成績(jī)，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(dòng)儀測(cè)量被試的眼動(dòng)模式，包括瞳孔直徑、注視時(shí)間、注視點(diǎn)等指標(biāo)。 實(shí)驗(yàn)設(shè)計(jì)：實(shí)驗(yàn)一采用了3×2的混合實(shí)驗(yàn)設(shè)計(jì)，其中第一個(gè)因素是認(rèn)知負(fù)荷，有高、中、低三種水平，為組間變量；第二個(gè)因素是品牌呈現(xiàn)位置，有中心與周邊兩個(gè)水平，為組內(nèi)變量。實(shí)驗(yàn)二也設(shè)計(jì)為3×2的混合實(shí)驗(yàn)設(shè)計(jì)，其中第一個(gè)因素為認(rèn)知負(fù)荷的三種水平，是組間變量；第二個(gè)因素為呈現(xiàn)時(shí)間的兩個(gè)水平（長、短），為組內(nèi)變量。兩個(gè)實(shí)驗(yàn)的因變量均為記憶成績(jī)及眼動(dòng)模式。經(jīng)過對(duì)以上實(shí)驗(yàn)數(shù)據(jù)的整理分析，得出以下結(jié)論： （1）不同認(rèn)知負(fù)荷條件下被試的瞳孔直徑大小有著顯著差異，高、中認(rèn)知負(fù)荷組顯著大于低認(rèn)知負(fù)荷組；高認(rèn)知負(fù)荷組顯著大于中認(rèn)知負(fù)荷組。 （2）不同認(rèn)知負(fù)荷組的被試在觀看各品牌時(shí)的注視時(shí)間有著顯著差異，，高認(rèn)知負(fù)荷組顯著低于低認(rèn)知負(fù)荷組。中心位置的注視時(shí)間顯著高于周邊位置的注視時(shí)間。被試對(duì)長呈現(xiàn)時(shí)間品牌的的注視時(shí)間顯著高于短呈現(xiàn)時(shí)間的品牌。 （3）中心位置品牌的注視點(diǎn)顯著多于周邊位置的品牌；而三組認(rèn)知負(fù)荷條件下的被試在觀看各呈現(xiàn)時(shí)間品牌的注視點(diǎn)也有著顯著差異。高、中認(rèn)知負(fù)荷組顯著少于低認(rèn)知負(fù)荷組，高認(rèn)知負(fù)荷組顯著少于中認(rèn)知負(fù)荷組。 （4）被試在低認(rèn)知負(fù)荷條件下的外顯記憶成績(jī)顯著高于中、高認(rèn)知負(fù)荷條件組。中認(rèn)知負(fù)荷組顯著高于高認(rèn)知負(fù)荷組。中心位置的品牌外顯記憶成績(jī)顯著高于周邊位置的品牌，呈現(xiàn)時(shí)間長的品牌外顯記憶成績(jī)顯著高于呈現(xiàn)時(shí)間短的品牌。 （5）中心位置品牌的內(nèi)隱記憶成績(jī)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(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：B842.1

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本文編號(hào)：1791177