Toward a Better Understanding of Advertising Stimuli Processing
本研究结合脑电图和眼动追踪技术，探索消费者在观看静态广告（如DVD封面）时，眼睛注视位置与潜意识反应之间的关系，为广告效果研究提供新方法。
Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort. Against this background, the current study explores consumers’ subconscious responses in relation to their eye fixation at a static advertising image, in this case a DVD cover. Using electroencephalography (EEG) and eye-tracking (ET) data, the study makes a contribution at two levels. First, it empirically explores the impact of consumers’ eye fixation on peripheral information. Second, it makes a methodological contribution in demonstrating how these two data-collection techniques can be integrated to better understand the relationship between where consumers look when exposed to a static advertisement and their subsequent level of subconscious responses.