| 摘要: | 在消費情境中，自我改善產品時常採用消費者使用前與使用後的照片來做為對照。 根據過去的文獻指出，廣告擺放的位置會影響消費者知覺。想像一個情境是當我們看到 一個瘦身課程的廣告情境時，行銷人員時常會將消費者使用前與使用後的照片提供給潛 在消費者做為對照。過去也有文獻指出，使用前與使用後的照片與時間具有相關性，從 神經生理學家的研究發現當個體在進行資訊處理時，往往是從左邊方向往右邊方向處 理，這也是與我們閱讀與書寫的習慣有關，過去的研究發現，往往是將過去的事件擺在 左邊，把未來的事件擺在右邊會提高個體資訊處理的一致性。因此，若當個體發現瘦身 課程廣告圖像是將過去放在左邊，未來放在右邊時，這會與個體本身資訊處理的模式具 有一致，會提高其資訊處理流暢性；反之，若圖像位置相反，這會致使與個體本身的資 訊處理模式不一致，會降低其資訊處理流暢性。 基於處理的慣性，像是書寫或閱讀時往往是採用由左至右書寫與閱讀，再由最上方 往下書寫與閱讀，人們大多採用水平形式來閱讀或呈現訊息。但事實上，在現今行銷市 場中也有許多公司是採用垂直形式來呈現自我改善產品使用前與使用後的狀態，但這部 分在現今研究中尚未被探討，因此，本研究認為有其必要性探討垂直位置如何影響消費 者對特定產品之態度。此外，由於台灣文化的緣故，書寫與閱讀的方式可以採用直書或 是橫書形式，本研究也將探討若廣告的文字內容是採用橫書或直書，這些文字內容的方 向以及時間圖像的一致性與否是否會影響消費者對於特定產品的態度。 本研究利用Neuroscan 64-Channel EEG System 作為本研究的研究儀器，我們將探討 當消費者接受到不同廣告刺激時，其消費者腦電波的波動、速度、幅度、相對電位、頻 率、注意力指數與平靜指數對於其知覺是否有所影響。本研究透過腦電波來探討消費者 對產品的態度，將本研究分為三個主軸，分為三年進行：第一年，探討消費者對於採用 水平位置廣告與時間圖像一致性與否的產品態度，腦電波是否扮演中介的效果。第二 年，探討消費者對於採用垂直位置廣告與時間圖像一致性與否的產品態度，腦電波是否 扮演中介的效果。第三年，探討廣告文字敘述的方向與時間圖像一致性與否的產品態 度，腦電波是否扮演中介的效果。 ;Self-improvement products are often promoted using before-and-after photographs, highlighting the temporal aspect of the product in our lives. Consider a situation, a company advertises a program of losing weight, and they employ the horizontal advertisement to prompt their products; they put before photograph on left side, and put after photograph on right side (congruent); on the contrary, some of companies put future photograph on left side, and put before photograph on right side (incongruent). Based on processing inertias such as reading or writing habits, we always employ horizontal type to present information; in addition, the studies on neurophysiology have also evidenced the information processing from left to right; when the brain process information, the left hemisphere directs spatial attention from left to right. The prior study indicated that the past events on the left and the future events on the right could enhance processing fluency. Furthermore, the previous studies have indicated that the influence of the position of images on consumer perceptions, however, this study finds that the advertising presentation not only employs horizontal position but also uses vertical position. In addition, because of Taiwanese culture, people read and write both from left-to-right and right-to-left. When people read and write a paper which employ directionality of left-to-right, they read and write in horizontal type from left-to-right and then from top-to-down, however, when people read and write a paper which employ directionality of right-to-left, they read and write from top-to-down and from right-to-left in vertical type. If the time-space representation is congruent with directionality of advertising illustration, could individuals could enhance processing fluency and even enhance product attitude? Therefore, it is necessary to investigate the influence of position on consumer perception. In this study, we will plan to employ Neuroscan 64-Channel EEG System as a research instrument, and we will examine the wave, speed, amplitude, phase, frequency, attention, and meditation when they are stimulated by different advertisements, in addition, and we will explore whether the electroencephalogram (EEG) plays a mediator when people engage in consumer perceptions. In sum, this study employs EEG to examine product attitude and focuses on consumers’ product attitude and requires three years to do the research systematically and understand how consumers read the advertisement of horizontal position, vertical position, and directionality of advertising illustration influence product attitude, and whether EEG plays a mediator. |
