書誌事項
- タイトル別名
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- Executional Elements of a TV Commercial that Attract the Attention of Consumers with Rational Purchasing Attitudes: An Eye-tracking Analysis
- ゴウリテキ ナ コウバイ タイド ノ ショウヒシャ ガ チュウモク スル テレビ CM ノ ヒョウゲン ・ セイサクテキ ヨウソ : アイトラッキング ニ ヨル ブンセキ
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This study examined the hypothesis that the degree of consumers' attention to textual information, third-party endorsement marks, and TV personalities will vary according to consumer characteristics. The "Tokuho" mark was used as the endorsement mark of a third-party organization, and the extent to which purchasing attitudes are rational was adopted as a consumer characteristic.Fifty-five subjects were presented with a commercial in which a talent introduced a yogurt product with the Tokuho mark on its package. Eye movements of the subjects were recorded as they watched the commercial, using a noncontact-type eye-tracker. Subjects were then asked to respond to a scale that measured the degree of the rational characteristics of their purchasing attitudes.Analysis of the data revealed that the level of attention to third-party endorsement marks and the face of a celebrity depended on the consumer characteristic of whether the purchasing attitudes were rational or not.
収録刊行物
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- 湘南フォーラム : 文教大学湘南総合研究所紀要 = Shonan forum : journal of the Shonan Research Institute Bunkyo University
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湘南フォーラム : 文教大学湘南総合研究所紀要 = Shonan forum : journal of the Shonan Research Institute Bunkyo University 25 137-, 2021-03-12
文教大学湘南総合研究所
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詳細情報 詳細情報について
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- CRID
- 1390572176648940416
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- NII論文ID
- 120007173265
- 40022627599
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- NII書誌ID
- AA1232804X
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- ISSN
- 18834752
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- NDL書誌ID
- 031579580
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- 本文言語コード
- ja
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- データソース種別
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- JaLC
- IRDB
- NDL
- CiNii Articles
- KAKEN