| Summary: | 碩士 === 國立臺灣大學 === 心理學研究所 === 104 === Marketers usually incorporate dynamic features in their online advertisement. Yet, whether dynamic skyscrapers advertisements can enhance memory of the advertised products remains unclear because of methodological issues and inconsistent results. The objective of this research was to investigate whether animation speed of skyscrapers advertisement enhances memory of the advertised products and to which level the advertised product is processed. In all three experiments, four types of skyscrapers advertisements were shown with a simulated news website in which the participants were required to search for a specific target word in each page. The four types of advertisements were： static, low-speed, moderate-speed, and high-speed. After participants completed the search task, recognition of advertised products was examined. Attitude toward each product and purchase intention were evaluated. Across three experiments, the level of processing required for correct memory recognition was manipulated. In Experiment 1, categorization can accomplish the recognition task; discrimination of fine details within the same category was required in Experiment 2; discrimination of dissimilar exemplars was required for correct recognition in Experiment 3. The results from three experiments showed that animated advertisements with a moderate speed could improve recognition of advertised products compared with static advertisements. However, the advertised products were processed only to the categorical level in Experiment 1 and participants could not discriminate advertised and non-advertised products in recognition in Experiments 2 and 3. Whereas animation did not influence the attitude toward the product and purchase intention, its speed influenced search time. Search time was faster with the presence of high-speed animated advertisements, perhaps arising from altering arousal level. Future research should systematically investigate how different types of advertisement could be effective for capturing attention, enhancing memory, and elevating attitude toward the products. With empirical evidence, researchers could design effective advertisements for promoting the products.
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