動画広告の登場人物の顔に対する注目度―アイトラッキング実験による検討―

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タイトル別名
  • Attention to a celebrity's face in a commercial: An eye-tracking experiment
  • ドウガ コウコク ノ トウジョウ ジンブツ ノ カオ ニ タイスル チュウモクド : アイトラッキング ジッケン ニ ヨル ケントウ

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説明

This study investigated whether there is a difference in the degree to which consumers pay attention to the face of a celebrity in a TV commercial depending on the level of consumer characteristics (specifically, innovativeness, sensibility, and dependability). Fifty-five participants were presented with a commercial in which a celebrity introduced a green tea product. Eye movements of the participants were recorded as they watched the commercial, using a noncontact type eye-tracker. They were then asked to respond to scales that measured the degree of the consumer characteristics. The results showed that those who tended to be more innovative and dependable spent more time gazing at the face of the celebrity than those who tended to be less innovative and dependable. On the other hand, no statistically significant difference was found for sensibility.

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