How colour similarity can make banner advertising effective: insights from Gestalt theory

Yu Ping Chiu, Shao Kang Lo, Ai Yun Hsieh*

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

9 引文 斯高帕斯(Scopus)

摘要

This study used Gestalt theory to examine the effects of colour similarity on blurring the boundary between banner advertising and web page content, as well as how colour similarity can elicit unconscious scanning behaviour and improve attitudes towards brands advertised using banner advertising at the pre-attention stage. An eye tracking device was used to record and analyse participants’ eye movement, and a psychological scale was used to measure the participants’ brand attitudes. The results suggested that using banner advertisements with background colours similar to those of the web page content increases the fixation time and fixation count. In addition, the results revealed that a longer fixation time and a higher fixation count increase positive attitudes towards a brand advertised in a banner advertisement. The results clarify the relationship between unconscious exposure and brand attitudes and provide physiological information relevant to e-commerce.

原文英語
頁(從 - 到)606-619
頁數14
期刊Behaviour and Information Technology
36
發行號6
DOIs
出版狀態已發佈 - 2017 6月 3
對外發佈

ASJC Scopus subject areas

  • 發展與教育心理學
  • 藝術與人文(雜項)
  • 社會科學 (全部)
  • 人機介面

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