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The Effect of Teaser Advertisement on Consumer Attention to the Product
https://doi.org/10.15034/00007767
https://doi.org/10.15034/000077673d904915-bc42-40cb-bc8a-6c9fc9e496a9
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
BKSS110006 (207.9 kB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||||||
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| 公開日 | 2021-10-22 | |||||||||
| タイトル | ||||||||||
| タイトル | The Effect of Teaser Advertisement on Consumer Attention to the Product | |||||||||
| 言語 | ||||||||||
| 言語 | eng | |||||||||
| 資源タイプ | ||||||||||
| 資源タイプ | departmental bulletin paper | |||||||||
| ID登録 | ||||||||||
| DOI | 10.15034/00007767 | |||||||||
| DOIタイプ | JaLC | |||||||||
| 著者 |
Asakawa, Masami
× Asakawa, Masami
× Okano, Masao
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| 所属機関 | ||||||||||
| 値 | 文教大学健康栄養学部 | |||||||||
| 所属機関 | ||||||||||
| 値 | 文教大学情報学部 | |||||||||
| 内容記述 | ||||||||||
| 内容記述タイプ | Abstract | |||||||||
| 内容記述 | A "teaser advertisement" is a type of advertisement that does not provide all the information but intentionally ends in a state where the user is curious about the continuation, thereby trying to stimulate the consumer interest. In this study, we conducted an eye-tracking experiment with a teaser advertisement and a subsequent interview to examine a) the degree of attention to the curiosity-inducing element in a teaser advertisement and b) the effect of the curiosity-inducing element on the preference to the advertisement. Using a screen-based eye tracker, a teaser TV commercial with a hidden object in its scene was presented to 33 female subjects and their gaze data were collected. After the experiment was completed, subjects are asked to rate the preference of the commercial on a 7-point scale. Also, the subjects were asked to give an impression of the advertisement verbally. Subjects' visual attention to the hidden object was analyzed and the result showed that the object got the highest attention in the scene where it was presented. In addition, the result of text mining of the impression of the advertisement showed that the incomplete information triggered an interest for the product for some subjects, but in some cases, it results in a dissatisfaction with the advertisement. |
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| 書誌情報 |
SHONAN JOURNAL : The International Journal of the Shonan Research Institute Bunkyo University 巻 12, p. 43-50, 発行日 2021-03-01 |
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| 出版者 | ||||||||||
| 出版者 | Shonan Research Institut Bunkyo University | |||||||||
| ISSN | ||||||||||
| 収録物識別子タイプ | ISSN | |||||||||
| 収録物識別子 | 21850178 | |||||||||
| 著者版フラグ | ||||||||||
| 出版タイプ | VoR | |||||||||
| 本文言語 | ||||||||||
| 値 | 英語 | |||||||||
| ID | ||||||||||
| 値 | BKSS110006 | |||||||||
