Breaking through Fast-Forwarding: Brand Information and Visual Attention
通过眼动实验发现，快进广告时观众注意力集中在屏幕中央，将品牌信息放在中央即使在帧数减少95%且无音频的情况下仍能提升品牌记忆和购买意愿。
This research explores how fast-forwarding through commercials alters the visual attention of viewers and how marketers can tailor advertisements to retain effectiveness as digital video recorder usage rises. Building on prior work in visual marketing and perceptual psychology, the authors conduct two eye-tracker studies that show how fast-forwarding viewers pay more attention during commercials, but their attention is heavily limited to the center of the screen. Fast-forwarded advertisements containing brand information at screen center still create brand memory even with a 95% reduction in frames and complete loss of audio, whereas advertisements with brand information located elsewhere are of virtually no value. A third study shows that fast-forwarded commercials containing extensive central brand information can positively affect brand attitude, behavioral intent, and even actual choice behavior. These findings show that marketers can counteract the negative effects of digital video recorders by ensuring that their advertisements are heavily branded and that the branding is centrally located.