Ning Bo, Luo Shuyan, Wang Aijun, Zhang Ming
Laboratory Management Centre, Shenyang Sport University, Shenyang, China.
Department of Psychology, Research Center for Psychology and Behavioral Sciences, Soochow University, Suzhou, 215123, China.
Cogn Process. 2023 Aug;24(3):313-326. doi: 10.1007/s10339-023-01131-7. Epub 2023 Mar 21.
During the epidemic, online advertising became more important, and several studies have suggested that internet users tend to avoid viewing online ads, such as banner ads. Previous studies have shown that product items that use animation lead to increased visual attention to all items on a webpage at the expense of attention to nonanimated items on the same webpage. However, few studies have compared the impact of the picture and text forms taken by static banners on the effectiveness of banner ads. At the same time, whether semantic factors (theme consistency) moderate the influence of structural factors (picture and text forms) on banner advertising remains unknown. The aim of this paper is to examine the influence of structural factors and semantic factors of ads on participants' visual attention to and memory of banner ads. The participants (twenty-seven males and forty females aged 18-26 years) were divided into two groups, one for consistent ad-web content themes and the other for inconsistent ad-web content themes. Then, the participants were asked to browse 16 complete pages (4 pages each of text-type web content and text-type banner ads, picture-type web content and picture-type banner ads, text-type web content and picture-type banner ads, and picture-type web content and text-type banner ads), and their eye movements were recorded to measure the participants' level of attention to the banner ads. A recognition task was used to measure the participants' memories of the banner ads. The results showed that the text-type banner ad had a lower blindness rate and exerted better attention and memory effects than the picture-type banner ad, and the text-type banner ad had a lower blindness rate and better attention and memory effects when positioned in the background of picture-type web content than when positioned in the background of text-type web content. A significant interaction effect among banner ad type, web content type and theme consistency showed that ad-web content theme consistency moderated the effect of web content type and banner ad type on ad effectiveness. Taken together, the results of these tasks demonstrate that theme consistency moderates the effect of web content type and banner ad type on ad effectiveness in a top-down manner. To reduce the negative effect of banner blindness, placing text-type banner ads in picture-type web content and setting a consistent theme between the banner ad and the web content is the more effective choice. The findings from this study can be used to assist advertising agencies in designing more effective and efficient banner ads from the perspective of basic psychology.
在疫情期间，网络广告变得更加重要，并且多项研究表明互联网用户倾向于避免浏览在线广告，如横幅广告。先前的研究表明，使用动画的产品项目会增加对网页上所有项目的视觉关注度，但代价是对同一网页上非动画项目的关注度降低。然而，很少有研究比较静态横幅所采用的图片和文本形式对横幅广告效果的影响。同时，语义因素（主题一致性）是否会调节结构因素（图片和文本形式）对横幅广告的影响仍不明确。本文的目的是研究广告的结构因素和语义因素对参与者对横幅广告的视觉关注度和记忆的影响。参与者（27名男性和40名女性，年龄在18至26岁之间）被分为两组，一组用于广告与网页内容主题一致的情况，另一组用于广告与网页内容主题不一致的情况。然后，要求参与者浏览16个完整页面（文本型网页内容和文本型横幅广告、图片型网页内容和图片型横幅广告、文本型网页内容和图片型横幅广告、图片型网页内容和文本型横幅广告各4页），并记录他们的眼动情况以测量参与者对横幅广告的关注程度。使用一项识别任务来测量参与者对横幅广告的记忆。结果表明，文本型横幅广告的盲目率较低，并且比图片型横幅广告具有更好的关注和记忆效果，并且当文本型横幅广告置于图片型网页内容背景中时，其盲目率比置于文本型网页内容背景中时更低，关注和记忆效果也更好。横幅广告类型、网页内容类型和主题一致性之间存在显著的交互作用，表明广告与网页内容主题一致性调节了网页内容类型和横幅广告类型对广告效果的影响。综上所述，这些任务的结果表明，主题一致性以自上而下的方式调节网页内容类型和横幅广告类型对广告效果的影响。为了减少横幅广告盲目性的负面影响，将文本型横幅广告置于图片型网页内容中，并在横幅广告和网页内容之间设置一致的主题是更有效的选择。本研究的结果可用于协助广告机构从基础心理学的角度设计更有效和高效的横幅广告。
