@article{oai:bunkyo.repo.nii.ac.jp:00007859,
 author = {浅川, 雅美 and 岡野, 雅雄 and オカノ, マサオ and Okano, Masao},
 journal = {湘南フォーラム : 文教大学湘南総合研究所紀要, Shonan forum : journal of the Shonan Research Institute Bunkyo University},
 month = {2021-03-12},
 note = {This study examined the hypothesis that the degree of consumers' attention to textual information, third-party endorsement marks, and TV personalities will vary according to consumer characteristics. The "Tokuho" mark was used as the endorsement mark of a third-party organization, and the extent to which purchasing attitudes are rational was adopted as a consumer characteristic.
Fifty-five subjects were presented with a commercial in which a talent introduced a yogurt product with the Tokuho mark on its package. Eye movements of the subjects were recorded as they watched the commercial, using a noncontact-type eye-tracker. Subjects were then asked to respond to a scale that measured the degree of the rational characteristics of their purchasing attitudes.
Analysis of the data revealed that the level of attention to third-party endorsement marks and the face of a celebrity depended on the consumer characteristic of whether the purchasing attitudes were rational or not.},
 title = {合理的な購買態度の消費者が注目するテレビCM の表現・ 制作的要素: アイトラッキングによる分析},
 volume = {25},
 year = {}
}