卷入情景下广告诉求类型的信息框架效应

The information frame effect of advertising appeal type in the context of involvement

针对卷入情景下的信息框架效应对不同诉求广告类型眼动指标的差异问题,采用层层递进式实验方法,研究不同诉求的广告类型与卷入类型的对应关系。实验结果表明:受众在情感卷入和认知卷入下均产生信息框架效应,情感卷入下的被试对广告信息框架的眼动指标差异更大,框架效应更为显著,卷入程度对信息框架效应和被试的眼动指标具有调节作用。

In view of the difference of information frame effect on eye movement indicators of different appeal advertising types under involvement scenarios,this paper studies the corresponding relationship between different appeal advertising types and involvement types with layered progressive experiment method.The experiment result shows that:under the background of emotional involvement and cognitive involvement,subjects have message framing effect.Subjects with emotional involvement have greater difference in the eye movement indicators of advertising message framing,and the message framing is more significant.The degree of involvement has a regulating effect on the message framing effect and the eye movement indicators of subjects.