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題名 探討遊戲中置入廣告之廣告效果─ 以「大家來找碴」為例
The advertising effects of in-game advertising:an example of Spot-the-Difference games
作者 張李竹
貢獻者 顏乃欣
張李竹
關鍵詞 遊戲置入廣告
注意力
改變盲
in-game advertising
attention
change blindness
日期 2015
上傳時間 17-Aug-2015 14:11:30 (UTC+8)
摘要 本研究欲了解「大家來找碴」（Spot the Differences）此類偵測作業的遊戲在設計時應注意的元素為何？兩個實驗皆為參與者內設計，在實驗一中操弄產品置入在遊戲畫面中的聚焦區（area of interest, AOI）與否，以及產品是否為遊戲目標，測量偵測的正確率、反應時間和再認表現，以檢視產品置入在遊戲中是否能吸引注意力？結果發現當產品置入在聚焦區時的反應時間快於在非聚焦區。當產品是遊戲目標時的再認表現，優於不是遊戲目標時；而當產品位在非聚焦區時的再認表現，會優於廣告在聚焦區時。然而，實驗一中的產品並未包含商標，為進一步探討探討廣告效益，在實驗二中加入有商標的廣告商品，並使用眼動儀，測量參與者對商品的眼動處理模式，如凝視時間（fixation duration）與凝視次數（number of fixation），並請參與者評估對商品的喜好程度和購買意圖。結果發現商品置入在聚焦區的反應時間顯著快於非聚焦區，但商品置入在非聚焦區時的再認表現、喜好程度和購買意圖皆優於置入在聚焦區時。眼動的結果發現，商品是遊戲目標時和在聚焦區時有更長的凝視時間和更多的凝視次數。依據實驗一與實驗二的結果顯示，參與者有可能是在無意識受到商品曝光的影響而產生廣告效果，建議未來研究可加入內隱指標探討當商品位在非聚焦區時的廣告效果，以提供更直接的證據驗證。
The purpose of this study is to investigate what elements that we should notice when we design kind of Spot-the-Differences games. Two within-subject-designed experiments were conducted. In experiment 1, we manipulated the location of products（area-of-interest or non-area-of-interest）and the type of products（target or non-target）to examine how products attract our attention in in-game advertising.. The results of experiment 1 showed that when products were in the AOI, the reaction times were shorter than those in non-AOI. However, participants could recognize the products better when they were in non-AOI. Furthermore, participants could recognize the products better when products were the targets than non-targets in the game. In order to investigate the effect of in-game advertising, in experiment 2, we added trade mark and used an eye tracker to examine the role of visual attention in-game advertising. Besides, we used liking and purchase intention as an index of advertising effects. The results of experiment 2 showed that products that were in the AOI attracted participants` attention more quickly. However, products in non-AOI showed better recognition performance, liking and purchase intention than those in AOI. The results of eye movements showed that longer fixation duration and more fixation number was observed for targets than for non-targets. According to the results, the effects of advertisement may be resulted from participants being exposed for products in an unconscious manner. Future studies could add the index of unconscious processing to clarify the implicit effects of in-game advertising.
參考文獻 石子（2013）。可口可樂在香港，結合手機APP，電視廣告與社群力量的經典行\n銷案例。（http://ppt.cc/-6p3）。\n香港味千拉麵（2013）。AJISEN RAMEN HK。（http://ppt.cc/~rgt）。\n鮪魚星球人（2011）。小孩開小車！Toyota推出做給小孩玩的app：Backseat Driver。（http://ppt.cc/QghY）。\nAdams, R. J.（1987）. An evaluation of color preference in early infancy. Infant \nBehavior & Development,10, 143-150.\nBalasubramanian, Siva K.（1994）.Beyond Advertising and Publicity: Hybrid \nMessages and Public Policy Issues, Journal of Advertising, 23( 4), 29-46.\nBarker, C., & Gronne, P.（1996）.Advertising on the web. Masters thesis,\nCopenhagen: Copenhagen Business School.\nChandon, P., Morwitz, V. G.., and Reinartz, W. J.（2005）.Do Intentions Really \nPredict Behavior? Self-Generated Validity Effects in Survey Research, Journal \nof Marketing, 69(2), 1-14.\nDodds, W. B., K. B. Monroe, & D. Grewal, （1991）. Effect of Price, Brand and Store \nInformation on Buyer’s Product Evaluation. Journal of Marketing Research. 28(3),307-319.\nD’Astous, A. and Seguin, N.（1999）Consumer Reactions to Product Placement \nStrategies in Television Sponsorship, European Journal of Marketing, 33(9/10), \n896-910.\nE. Fukuba, H. Kitagaki, A. Wada, K. Uchida, S. Hara, T. Hayashi, K. Oda, and N. \nUchida, （2009）, Brain Activation during the Spot the Differences Game,"Magnetic Resonance in Medical Sciences, 8, 23-32.\nGross, M. L.（2010）. Advergames and the effects of game-product congruity,\nComputers in Human Behavior, 2(6), 1259-1265\nGupta, Pola B. & Lord, K. R.,（1998）Product Placement in Movies: The Effect of \nProminence and Mode on Audience Recall, Journal of Current Issues and Research in Advertising, 20(1), 47-59.\nHenderson, J. M., & Hollingworth, A.（1999）. The role of fixation position in 　\ndetecting scene changes across saccades. Psychological Science, 10, 438-443.\nHollingworth, A., Schrock, G., & Henderson, J. M.（2001）. Change detection in the \nflicker paradigm: The role of fixation position within the scene. Memory &\nCognition, 29, 296-304.\nHoffman, J. E., & Subramaniam, B.（1995）. The role of visual attention in saccadic \neye movements. Perception & Psychophysics, 57, 787-795. \nHudson, Simon & Hudson, David,（2006）,Branded Entertainment: A New \nAdvertising Technique or Product Placement in Disguise?, Journal of Marketing \nManagement, 22, 489-504.\nKahneman, D. (1973). Attention and Effort. NJ: Prentice-Hall.\nKarrh, James A.,（1998）Brand Placement: A Review, Journal of Current Issues \nand Research in Advertising, 20(2), 31-49.\nKevin, W., Bolls, P., Kim, H., Venkataraman, A., Meyer, R.（2008）.Enjoyment of \nAdvergames and Brand Attitudes: the Impact of Thematic Relevance, Journal of\nInteractive Advertising,9(1),27-36.\nKotler, P.（1994）. Marketing management: Analysis, planning, implementation,\nand control (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.\nLavidge, R. J., & Steiner, G. A.（1961）. A model for predictive measurements of \nadvertising effectiveness. Journal of Marketing, 25(6), 59-62.\nLang, A.（2000）. The limited capacity model of mediated message processing. \nJournal of Communication, 50(1), 46-70.\nLevin, D. T., & Simons, D. J. （1997）. Failure to detect changes to attended objects in \nmotion pictures. Psychonomic Bulletin and Review, 4, 501-506.\nLee, Mira & Faber, Ronald J.,（2007）Effect of Product Placement in On-Line \nGames on Brand Memory, Journal of Advertising, 36(4), 75-90.\nLuck S.J. &Vecera S.P.（2002）.Attention. In H. Pashler and S. Yantis (eds.), \nStevens’s Handboo’k of Experimental Psychology（3rd Ed.）,1 , 235-286, New \nYork: John Wiley & Sons.\nMandler, G., Nakamura, Y., & Van Zandt, B. J.（1987）. Nonspecific effects of \nexposure on stimuli that cannot be recognized. Journal of Experimental Psychology: Learning, Memory, and Cognition, 13, 646-648.\nMorwitz, V. G., & Schmittlein, D.（1992）Using segmentation to improve sales \nforecasts based on purchase intent: Which "intenders" actually buy? Journal of \nMarketing Research, 29(4), 391-405.\nMcConkie, G.W., & Zola, D.（1979）. Is visual information integrated across\nsuccessive fixations in reading? Perception &Psychophysics, 25, 221-224.\nPhillips, W.A.（1974）. On the distinction between sensory storage and short-term \nvisual memory. Perception & Psychophysics, 16, 283-290.\nPieters, R., Rosbergen, E., & Wedel, M. (1999). Visual attention to repeated print \nadvertising: A test of scanpath theory. Journal of Marketing Research,36(4), \n424-438.\nNelson, Michelle R.,（2002）.Recall of Brand Placements in Computer/Video \nGames,Journal of Advertising Research, 42(2), 80-92.\nPosner, M. I.（1980）. Orienting of attention. Quarterly Journal of Experimental　\nPsychology, 32(1), 3–25. \nRayner, K.,（1998）.Eye movements in reading and in information processing：20 \nyears of research. Psychological Bulletin, 124, 372-422.\nRensink, R. A., O"Regan, J. K., & Clark, J. （1997）. To see or not to see: The need for \nattention to perceive changes in scenes. Psychological Science, 8, 368-373.\nRensink, R. A.（2002）Change detection, Annual Review of Psychology, 53, 245-277.\nRavi, D. （1999）. Comparison effects on preference construction. Journal of \nConsumer Research, 26(3): 293-306.\nRizzolatti, G., Riggio, L., Dascola, I., &Umilta, C.（1987）. Reorienting attention \nacross the horizontal and vertical meridians: evidence in favor of a premotor \ntheory of attention. Neuropsychologia, 25(1A), 31-40.\nRussell, Cristel A.（1998）Toward a Framework of Product Placement: Theoretical \nPropositions, Advances in Consumer Research, 25,357-362.\nSchiffman, L .G. and L. L. Kanuk,（2000）. Consumer Behavior, Upper Saddle River, \nN.J: Prentice Hall.\nSchneider, W., Dumais, S. T., & Shiffrin, R. M.（1984）. Automatic and control \nprocessing and attention. In R. Parasuraman& D. R. Davies (Eds.), Varieties of \nAttention. (pp.1-27). Orlando, FL: Academic\nSchneider, W., & Shiffrin, R. M. (1977). Controlled and automatic human information\nprocessing: I. Detection, search, and attention. Psychological Review, 84(1),1-66.\nShapiro, Stewart A. and Jesper H. Nielsen（2013）.What the Blind Eye Sees: \nIncidental Change Detection as a Source of Perceptual Fluency, Journal of \nConsumer Research, 39(6), 1202-1218. \nSimons, D. J. &Ambinder, M. S.（2005）. Change blindness: Theory and　\nConsequences. Current Direction Psychological Science, 14, 44-48\nSimons, D. J., & Levin, D. T.（1998）. Failure to detect changes to people during a \nreal-world interaction. Psychonomic Bulletin and Review, 5, 644-649.\nSpears, N. and Singh, S. N., (2004). Measuring attitude toward the brand and \npurchaseintentions, Journal of Current Issues and Research in Advertising, \n26(2), 53-66.\nSukoco, B. M. and Wu, W. Y.（2011）The effects of advergames on consumer \ntelepresence andattitudes: A comparison of products with search and experience \nattributes.ExpertSystems with Applications, 38(6),7396-7406.\nWinkler, T. & Buckner, K.（2006）. Receptiveness of gamers to embedded brand \nmessages in advergames: Attitudes towards product placement. Journal of \ninteractive Advertising, 7(1), 37-46.\nWise, K. &Bolls,Paul D. & Kim, H. &Venkataraman, A. & Meyer, R.（2008）. \nEnjoyment of advergames and brand attitudes: The impact of thematic relevance. \nJournal of Interactive Advertising,9(1), 27‐36.
描述 碩士
國立政治大學
心理學研究所
99752012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0997520122
資料類型 thesis
dc.contributor.advisor 顏乃欣zh_TW
dc.contributor.author (Authors) 張李竹zh_TW
dc.creator (作者) 張李竹zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 17-Aug-2015 14:11:30 (UTC+8)-
dc.date.available 17-Aug-2015 14:11:30 (UTC+8)-
dc.date.issued (上傳時間) 17-Aug-2015 14:11:30 (UTC+8)-
dc.identifier (Other Identifiers) G0997520122en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=86601-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 心理學研究所zh_TW
dc.description (描述) 99752012zh_TW
dc.description.abstract (摘要) 本研究欲了解「大家來找碴」（Spot the Differences）此類偵測作業的遊戲在設計時應注意的元素為何？兩個實驗皆為參與者內設計，在實驗一中操弄產品置入在遊戲畫面中的聚焦區（area of interest, AOI）與否，以及產品是否為遊戲目標，測量偵測的正確率、反應時間和再認表現，以檢視產品置入在遊戲中是否能吸引注意力？結果發現當產品置入在聚焦區時的反應時間快於在非聚焦區。當產品是遊戲目標時的再認表現，優於不是遊戲目標時；而當產品位在非聚焦區時的再認表現，會優於廣告在聚焦區時。然而，實驗一中的產品並未包含商標，為進一步探討探討廣告效益，在實驗二中加入有商標的廣告商品，並使用眼動儀，測量參與者對商品的眼動處理模式，如凝視時間（fixation duration）與凝視次數（number of fixation），並請參與者評估對商品的喜好程度和購買意圖。結果發現商品置入在聚焦區的反應時間顯著快於非聚焦區，但商品置入在非聚焦區時的再認表現、喜好程度和購買意圖皆優於置入在聚焦區時。眼動的結果發現，商品是遊戲目標時和在聚焦區時有更長的凝視時間和更多的凝視次數。依據實驗一與實驗二的結果顯示，參與者有可能是在無意識受到商品曝光的影響而產生廣告效果，建議未來研究可加入內隱指標探討當商品位在非聚焦區時的廣告效果，以提供更直接的證據驗證。zh_TW
dc.description.abstract (摘要) The purpose of this study is to investigate what elements that we should notice when we design kind of Spot-the-Differences games. Two within-subject-designed experiments were conducted. In experiment 1, we manipulated the location of products（area-of-interest or non-area-of-interest）and the type of products（target or non-target）to examine how products attract our attention in in-game advertising.. The results of experiment 1 showed that when products were in the AOI, the reaction times were shorter than those in non-AOI. However, participants could recognize the products better when they were in non-AOI. Furthermore, participants could recognize the products better when products were the targets than non-targets in the game. In order to investigate the effect of in-game advertising, in experiment 2, we added trade mark and used an eye tracker to examine the role of visual attention in-game advertising. Besides, we used liking and purchase intention as an index of advertising effects. The results of experiment 2 showed that products that were in the AOI attracted participants` attention more quickly. However, products in non-AOI showed better recognition performance, liking and purchase intention than those in AOI. The results of eye movements showed that longer fixation duration and more fixation number was observed for targets than for non-targets. According to the results, the effects of advertisement may be resulted from participants being exposed for products in an unconscious manner. Future studies could add the index of unconscious processing to clarify the implicit effects of in-game advertising.en_US
dc.description.tableofcontents 第一章緒論 1\n第一節引言 1\n第二節文獻探討 2\n壹、遊戲置入廣告 2\n貳、注意力與改變盲 6\n參、廣告效果的測量 9\n第三節 研究議題 12\n第二章 實驗一 14\n第一節 參與者 14\n第二節 實驗設計與流程 14\n壹、實驗設計 14\n貳、實驗材料 16\n參、實驗流程 16\n第三節 結果 17\n壹、偵測正確率 18\n貳、偵測反應時間 18\n參、再認記憶測驗 19\n第四節 討論 20\n第三章 實驗二 22\n第一節 參與者 22\n第二節 實驗設計與流程 23\n貳、實驗材料 23\n參、實驗流程 25\n第三節 實驗儀器 26\n第四節 結果 26\n壹、偵測正確率 27\n貳、偵測反應時間 27\n參、眼動指標 28\n肆、再認記憶測驗 32\n伍、廣告效果指標 33\n第五節 討論 34\n第四章 綜合討論 37\n參考文獻 42\n附錄 47zh_TW
dc.format.extent 3325614 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0997520122en_US
dc.subject (關鍵詞) 遊戲置入廣告zh_TW
dc.subject (關鍵詞) 注意力zh_TW
dc.subject (關鍵詞) 改變盲zh_TW
dc.subject (關鍵詞) in-game advertisingen_US
dc.subject (關鍵詞) attentionen_US
dc.subject (關鍵詞) change blindnessen_US
dc.title (題名) 探討遊戲中置入廣告之廣告效果─ 以「大家來找碴」為例zh_TW
dc.title (題名) The advertising effects of in-game advertising:an example of Spot-the-Difference gamesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 石子（2013）。可口可樂在香港，結合手機APP，電視廣告與社群力量的經典行\n銷案例。（http://ppt.cc/-6p3）。\n香港味千拉麵（2013）。AJISEN RAMEN HK。（http://ppt.cc/~rgt）。\n鮪魚星球人（2011）。小孩開小車！Toyota推出做給小孩玩的app：Backseat Driver。（http://ppt.cc/QghY）。\nAdams, R. J.（1987）. An evaluation of color preference in early infancy. Infant \nBehavior & Development,10, 143-150.\nBalasubramanian, Siva K.（1994）.Beyond Advertising and Publicity: Hybrid \nMessages and Public Policy Issues, Journal of Advertising, 23( 4), 29-46.\nBarker, C., & Gronne, P.（1996）.Advertising on the web. Masters thesis,\nCopenhagen: Copenhagen Business School.\nChandon, P., Morwitz, V. G.., and Reinartz, W. J.（2005）.Do Intentions Really \nPredict Behavior? Self-Generated Validity Effects in Survey Research, Journal \nof Marketing, 69(2), 1-14.\nDodds, W. B., K. B. Monroe, & D. Grewal, （1991）. Effect of Price, Brand and Store \nInformation on Buyer’s Product Evaluation. Journal of Marketing Research. 28(3),307-319.\nD’Astous, A. and Seguin, N.（1999）Consumer Reactions to Product Placement \nStrategies in Television Sponsorship, European Journal of Marketing, 33(9/10), \n896-910.\nE. Fukuba, H. Kitagaki, A. Wada, K. Uchida, S. Hara, T. Hayashi, K. Oda, and N. \nUchida, （2009）, Brain Activation during the Spot the Differences Game,"Magnetic Resonance in Medical Sciences, 8, 23-32.\nGross, M. L.（2010）. Advergames and the effects of game-product congruity,\nComputers in Human Behavior, 2(6), 1259-1265\nGupta, Pola B. & Lord, K. R.,（1998）Product Placement in Movies: The Effect of \nProminence and Mode on Audience Recall, Journal of Current Issues and Research in Advertising, 20(1), 47-59.\nHenderson, J. M., & Hollingworth, A.（1999）. The role of fixation position in 　\ndetecting scene changes across saccades. Psychological Science, 10, 438-443.\nHollingworth, A., Schrock, G., & Henderson, J. M.（2001）. Change detection in the \nflicker paradigm: The role of fixation position within the scene. Memory &\nCognition, 29, 296-304.\nHoffman, J. E., & Subramaniam, B.（1995）. The role of visual attention in saccadic \neye movements. Perception & Psychophysics, 57, 787-795. \nHudson, Simon & Hudson, David,（2006）,Branded Entertainment: A New \nAdvertising Technique or Product Placement in Disguise?, Journal of Marketing \nManagement, 22, 489-504.\nKahneman, D. (1973). Attention and Effort. NJ: Prentice-Hall.\nKarrh, James A.,（1998）Brand Placement: A Review, Journal of Current Issues \nand Research in Advertising, 20(2), 31-49.\nKevin, W., Bolls, P., Kim, H., Venkataraman, A., Meyer, R.（2008）.Enjoyment of \nAdvergames and Brand Attitudes: the Impact of Thematic Relevance, Journal of\nInteractive Advertising,9(1),27-36.\nKotler, P.（1994）. Marketing management: Analysis, planning, implementation,\nand control (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.\nLavidge, R. J., & Steiner, G. A.（1961）. A model for predictive measurements of \nadvertising effectiveness. Journal of Marketing, 25(6), 59-62.\nLang, A.（2000）. The limited capacity model of mediated message processing. \nJournal of Communication, 50(1), 46-70.\nLevin, D. T., & Simons, D. J. （1997）. Failure to detect changes to attended objects in \nmotion pictures. Psychonomic Bulletin and Review, 4, 501-506.\nLee, Mira & Faber, Ronald J.,（2007）Effect of Product Placement in On-Line \nGames on Brand Memory, Journal of Advertising, 36(4), 75-90.\nLuck S.J. &Vecera S.P.（2002）.Attention. In H. Pashler and S. Yantis (eds.), \nStevens’s Handboo’k of Experimental Psychology（3rd Ed.）,1 , 235-286, New \nYork: John Wiley & Sons.\nMandler, G., Nakamura, Y., & Van Zandt, B. J.（1987）. Nonspecific effects of \nexposure on stimuli that cannot be recognized. Journal of Experimental Psychology: Learning, Memory, and Cognition, 13, 646-648.\nMorwitz, V. 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