突現廣告的注意力攫取效果

Abstract

突現作為一種奇特的特徵，具有注意力攫取效果，但是突現的時間向度對於注意力攫取的影響卻未曾被檢驗。本研究以此為出發點，試圖將突現的時間向度─刺激物出現時間差（SOA）實際運用於媒體環境中。過去對於刺激物出現時間差的研究發現，干擾物（廣告）干擾效果最大的時間點為100 ms。視覺顯著假設的相關研究也指出，單獨突出（singleton）的刺激物若在前注意時期出現便會引發自動處理機制，而前注意時期約在100 ms之前。從工作記憶模式可知，由於注意力焦點一次只能容納一個區塊（chunk），因此若某刺激物攫取注意時，便會延遲對另一個刺激物的回應而產生心理反應回復期（PRP）。 研究採用實驗法，以SOA與廣告位置為自變項，檢驗不同SOA情況在廣告區域的眼動表現、新聞區域的眼動表現、及廣告再認表現上之差異。另外，也探討習慣效果是否導致網路廣告的效果衰退，習慣效果分別從廣告位置的熟悉度（familiarity）與廣告重複出現（repeating）進行檢視。 結果發現，當廣告晚於新聞出現時，最有效的SOA坐落在0～100 ms區間廣告效果最佳；而當廣告早於新聞出現時，最有效的SOA則為-150 ms廣告效果最佳。習慣效果方面，廣告位於熟悉的位置確實會減低廣告效果，且習慣效果很快便發生，奇特的效果僅能持續兩則新聞。此外，SOA與廣告位置對於網路廣告效果有共同作用，即當廣告位於不熟悉的位置且SOA為廣告效果最佳的數值時，廣告效果最佳，反之亦然。

As a feature of novelty, abrupt onset has the attentional capture effect. This research aims at applying the time dimention of abrupt onset (Stimulus Onset Asynchrony, SOA) to media environment. Several researchers have indicated that the most distractive point in time of SOA is 100 ms. Visual salience hypothesis has discovered that singleton distracter presenting in the preattentive period activates automatic processing, and the period of preattentive is about 100 ms also. Based on working memory model, focus of attentio can only contain one chunk at a time, so one stimulus captures attention will delay the response of another stimulus. This phenomenon is so called psychological refractory period (PRP). Two experiements have been conducted to examme the influence of different SOAs on web advertisements AOI, news AOI, and recognition of advertisements. Besides, whether the effect of web advertisements decline with habituation will also be discussed. Habituation will be investigated at two level: familiarity and repeating. The experiment results show that when ad shows after news, the most effective SOA locates in the period of 0~100 ms; however, when ad show before news, the most effective SOA locates at -150 ms. About the habituation effect, web advertisement effect declines when advertisement locates at familiar location. Besides, habituation takes place very soon. The effect of novelty sustains only to the second news. Moreover, SOA and advertisement location have interaction on web advertisement effect. It is the most effective for the web ad that when advertisement locates at unfamiliar location and the SOA locates at the most effective time, and vice versa.