营销科学学报 ›› 2022, Vol. 2 ›› Issue (2): 62-82.

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文字书写方向和产品朝向的广告效果研究 ——基于眼动实验的实证分析

席悦,蒋玉石,王烨娣,苗苗   

  1. 席悦,西南交通大学经济管理学院博士研究生 E-mail: xiyueoj@163.com  蒋玉石,西南交通大学经济管理学院教授 E-mail:906375866@qq.com  王烨娣,西南交通大学经济管理学院博士研究生 E-mail:wangyd9379054@163.com  苗苗,通信作者,阳光学院商学院教授 E-mail:miaomiao@swjtu.cn
  • 出版日期:2022-04-16 发布日期:2022-04-16
  • 基金资助:
    本研究得到国家自然科学基金 (72172129)、国家社会科学基金(20BSH103)和教育部人文社会科学研究项目(21YJA63003、19YJC860033)、四 川省科技计划项目(软科学项目)(2020JDR0109)的资助,特此一并致谢。

The Research on Advertising Effect of Writing Direction and Product Facing Direction —An Empirical Analysis Based on Eye-Tracking Experiments

Xi Yue, Jiang Yushi,Wang Yedi,Miao Miao   

  1. Xi Yue, School of Economics and Management, Southwest Jiaotong University ; Jiang Yushi,School of Economics and Management, Southwest Jiaotong University ; Wang Yedi,School of Economics and Management, Southwest Jiaotong University ; Miao Miao,Business School, Yanggo University
  • Online:2022-04-16 Published:2022-04-16

摘要: 广告中的文字书写方向和产品朝向二者的匹配可以影响广告的说服效果和注意效果。 本文基于知识激活理论和匹配性理论,通过三个眼动实验(一共有280名有效被试),探讨了广告中的文字书写方向和产品朝向对广告效果的影响。 实验一发现,广告中的文字书写方向和产品朝向存在交互作用;当广告中的垂直方向书写的文字与朝左的产品匹配时,或广告中的水平方向书写的文字与朝右的产品匹配时,能产生更好的说服效果和注意效果。 实验二、实验三发现,品牌或产品的定位对上述匹配效应有进一步的交互作用;当广告中的垂直方向书写的文字和朝左的产品匹配时,传统品牌或产品的广告会有更好的广告效果;而当广告中的水平方向书写的文字和朝右的产品匹配时,现代品牌或产品的广告会有更好的广告效果。 三个实验都验证了感觉正确的中介作用。 文字书写方向、产品朝向和品牌或产品定位的三重交互效应对于完善广告效果理论体系以及企业实践活动,提供了指导意义。

关键词: 文字书写方向, 产品朝向, 品牌或产品定位, 注意效果, 说服效果

Abstract: The matching of writing direction and product facing direction in advertising can affect the persuasive effect of advertising  and consumers' attentions. Based on knowledge activation theory and matching theory, three eye-tracking experiments with 280 participants were conducted to investigate the effects of text writing direction and product facing direction on advertising effect.  In experiment 1, we found an interaction between the writing direction and the product facing direction.  The persuasion and attention effects were better when the vertical writing direction matched the left-facing product or the horizontal writing direction matched the right-facing product.  Experiments 2 and experiment 3 found that brand or product positioning further interacted with the matching effect above.  Traditional brand or product ads perfbnn better when texts are written vertically with the product facing left, while modem brand or product ads perform better when the texts are written horizontally with the product facing right.  Three experiments confirmed the mediating role of sense - correctness.  The triple interaction between text writing direction, product facing direction, and brand or product positioning provides guidances for the theoretical system of advertising effect and enterprise practices.

Key words: writing direction,  , product facing direction,  , brand or product positioning,  , attention effect,  , persuasive effect