The impacts of humor and message framing on the advertising effectiveness: An eye-tracking approach.

• Main Authors: Tu, Haomin, 涂皓閔
• Other Authors: Lin, Yaonan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/43470999415483054023

碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 99 === The purpose of this study is to discuss the impacts of the humorous mechanism (incongruity/incongruity-resolution) and message framing (positive/negative) on the advertising effectiveness. The eye-tracking technology was applied to measure decision makers’ information attention. A total of 60 respondents participated in this study. An experimental method was used, and data was analyzed by performing paired-sample t-test. There are some major findings in this study: (1) Incongruity humor has higher dwell time and fixation count than the incongruity-resolution humor. However, there are no differences in average pupil size between incongruity and incongruity-resolution in the text area; (2) Negative message has higher dwell time and fixation count than positive message but both the above messages has no differences in average pupil size;(3) When the humorous and message framing ads appear at the same time, humorous ads also have higher dwell time and fixation count than message framing ads. Furthermore, humorous ads have bigger average pupil size than message framing ads; (4) When the incongruity humor and message framing appear at the same time, negative message has higher dwell time and fixation count than positive message. As the incongruity-resolution humor and message framing appear at the same time, positive and negative messages have no differences in dwell time and fixation count.