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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銷案例。（http://ppt.cc/-6p3）。香港味千拉麵（2013）。AJISEN RAMEN HK。（http://ppt.cc/~rgt）。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）。Adams, R. J.（1987）. An evaluation of color preference in early infancy. Infant Behavior & Development,10, 143-150.Balasubramanian, Siva K.（1994）.Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues, Journal of Advertising, 23( 4), 29-46.Barker, C., & Gronne, P.（1996）.Advertising on the web. Masters thesis,Copenhagen: Copenhagen Business School.Chandon, P., Morwitz, V. G.., and Reinartz, W. J.（2005）.Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research, Journal of Marketing, 69(2), 1-14.Dodds, W. B., K. B. Monroe, & D. Grewal, （1991）. Effect of Price, Brand and Store Information on Buyer’s Product Evaluation. Journal of Marketing Research. 28(3),307-319.D’Astous, A. and Seguin, N.（1999）Consumer Reactions to Product Placement Strategies in Television Sponsorship, European Journal of Marketing, 33(9/10), 896-910.E. Fukuba, H. Kitagaki, A. Wada, K. Uchida, S. Hara, T. Hayashi, K. Oda, and N. Uchida, （2009）, Brain Activation during the Spot the Differences Game,"Magnetic Resonance in Medical Sciences, 8, 23-32.Gross, M. L.（2010）. Advergames and the effects of game-product congruity,Computers in Human Behavior, 2(6), 1259-1265Gupta, Pola B. & Lord, K. R.,（1998）Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall, Journal of Current Issues and Research in Advertising, 20(1), 47-59.Henderson, J. M., & Hollingworth, A.（1999）. The role of fixation position in detecting scene changes across saccades. Psychological Science, 10, 438-443.Hollingworth, A., Schrock, G., & Henderson, J. M.（2001）. Change detection in the flicker paradigm: The role of fixation position within the scene. Memory &Cognition, 29, 296-304.Hoffman, J. E., & Subramaniam, B.（1995）. The role of visual attention in saccadic eye movements. Perception & Psychophysics, 57, 787-795. Hudson, Simon & Hudson, David,（2006）,Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?, Journal of Marketing Management, 22, 489-504.Kahneman, D. (1973). Attention and Effort. NJ: Prentice-Hall.Karrh, James A.,（1998）Brand Placement: A Review, Journal of Current Issues and Research in Advertising, 20(2), 31-49.Kevin, W., Bolls, P., Kim, H., Venkataraman, A., Meyer, R.（2008）.Enjoyment of Advergames and Brand Attitudes: the Impact of Thematic Relevance, Journal ofInteractive Advertising,9(1),27-36.Kotler, P.（1994）. Marketing management: Analysis, planning, implementation,and control (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.Lavidge, R. J., & Steiner, G. A.（1961）. A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.Lang, A.（2000）. The limited capacity model of mediated message processing. Journal of Communication, 50(1), 46-70.Levin, D. T., & Simons, D. J. （1997）. Failure to detect changes to attended objects in motion pictures. Psychonomic Bulletin and Review, 4, 501-506.Lee, Mira & Faber, Ronald J.,（2007）Effect of Product Placement in On-Line Games on Brand Memory, Journal of Advertising, 36(4), 75-90.Luck S.J. &Vecera S.P.（2002）.Attention. In H. Pashler and S. Yantis (eds.), Stevens’s Handboo’k of Experimental Psychology（3rd Ed.）,1 , 235-286, New York: John Wiley & Sons.Mandler, G., Nakamura, Y., & Van Zandt, B. J.（1987）. Nonspecific effects of exposure on stimuli that cannot be recognized. Journal of Experimental Psychology: Learning, Memory, and Cognition, 13, 646-648.Morwitz, V. G., & Schmittlein, D.（1992）Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29(4), 391-405.McConkie, G.W., & Zola, D.（1979）. Is visual information integrated acrosssuccessive fixations in reading? Perception &Psychophysics, 25, 221-224.Phillips, W.A.（1974）. On the distinction between sensory storage and short-term visual memory. Perception & Psychophysics, 16, 283-290.Pieters, R., Rosbergen, E., & Wedel, M. (1999). Visual attention to repeated print advertising: A test of scanpath theory. Journal of Marketing Research,36(4), 424-438.Nelson, Michelle R.,（2002）.Recall of Brand Placements in Computer/Video Games,Journal of Advertising Research, 42(2), 80-92.Posner, M. I.（1980）. Orienting of attention. Quarterly Journal of Experimental Psychology, 32(1), 3–25. Rayner, K.,（1998）.Eye movements in reading and in information processing：20 years of research. Psychological Bulletin, 124, 372-422.Rensink, R. A., O"Regan, J. K., & Clark, J. （1997）. To see or not to see: The need for attention to perceive changes in scenes. Psychological Science, 8, 368-373.Rensink, R. A.（2002）Change detection, Annual Review of Psychology, 53, 245-277.Ravi, D. （1999）. Comparison effects on preference construction. Journal of Consumer Research, 26(3): 293-306.Rizzolatti, G., Riggio, L., Dascola, I., &Umilta, C.（1987）. Reorienting attention across the horizontal and vertical meridians: evidence in favor of a premotor theory of attention. Neuropsychologia, 25(1A), 31-40.Russell, Cristel A.（1998）Toward a Framework of Product Placement: Theoretical Propositions, Advances in Consumer Research, 25,357-362.Schiffman, L .G. and L. L. Kanuk,（2000）. Consumer Behavior, Upper Saddle River, N.J: Prentice Hall.Schneider, W., Dumais, S. T., & Shiffrin, R. M.（1984）. Automatic and control processing and attention. In R. Parasuraman& D. R. Davies (Eds.), Varieties of Attention. (pp.1-27). Orlando, FL: AcademicSchneider, W., & Shiffrin, R. M. (1977). Controlled and automatic human informationprocessing: I. Detection, search, and attention. Psychological Review, 84(1),1-66.Shapiro, Stewart A. and Jesper H. Nielsen（2013）.What the Blind Eye Sees: Incidental Change Detection as a Source of Perceptual Fluency, Journal of Consumer Research, 39(6), 1202-1218. Simons, D. J. &Ambinder, M. S.（2005）. Change blindness: Theory and Consequences. Current Direction Psychological Science, 14, 44-48Simons, D. J., & Levin, D. T.（1998）. Failure to detect changes to people during a real-world interaction. Psychonomic Bulletin and Review, 5, 644-649.Spears, N. and Singh, S. N., (2004). Measuring attitude toward the brand and purchaseintentions, Journal of Current Issues and Research in Advertising, 26(2), 53-66.Sukoco, B. M. and Wu, W. Y.（2011）The effects of advergames on consumer telepresence andattitudes: A comparison of products with search and experience attributes.ExpertSystems with Applications, 38(6),7396-7406.Winkler, T. & Buckner, K.（2006）. Receptiveness of gamers to embedded brand messages in advergames: Attitudes towards product placement. Journal of interactive Advertising, 7(1), 37-46.Wise, K. &Bolls,Paul D. & Kim, H. &Venkataraman, A. & Meyer, R.（2008）. Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal 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) 2015 en_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) G0997520122 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77575 - 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) 99752012 zh_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第一節引言 1第二節文獻探討 2壹、遊戲置入廣告 2貳、注意力與改變盲 6參、廣告效果的測量 9第三節 研究議題 12第二章 實驗一 14第一節 參與者 14第二節 實驗設計與流程 14壹、實驗設計 14貳、實驗材料 16參、實驗流程 16第三節 結果 17壹、偵測正確率 18貳、偵測反應時間 18參、再認記憶測驗 19第四節 討論 20第三章 實驗二 22第一節 參與者 22第二節 實驗設計與流程 23貳、實驗材料 23參、實驗流程 25第三節 實驗儀器 26第四節 結果 26壹、偵測正確率 27貳、偵測反應時間 27參、眼動指標 28肆、再認記憶測驗 32伍、廣告效果指標 33第五節 討論 34第四章 綜合討論 37參考文獻 42附錄 47 zh_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/#G0997520122 en_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 advertising en_US dc.subject (關鍵詞) attention en_US dc.subject (關鍵詞) change blindness en_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 games en_US dc.type (資料類型) thesis en 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銷案例。（http://ppt.cc/-6p3）。香港味千拉麵（2013）。AJISEN RAMEN HK。（http://ppt.cc/~rgt）。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）。Adams, R. J.（1987）. An evaluation of color preference in early infancy. Infant Behavior & Development,10, 143-150.Balasubramanian, Siva K.（1994）.Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues, Journal of Advertising, 23( 4), 29-46.Barker, C., & Gronne, P.（1996）.Advertising on the web. Masters thesis,Copenhagen: Copenhagen Business School.Chandon, P., Morwitz, V. G.., and Reinartz, W. J.（2005）.Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research, Journal of Marketing, 69(2), 1-14.Dodds, W. B., K. B. Monroe, & D. Grewal, （1991）. Effect of Price, Brand and Store Information on Buyer’s Product Evaluation. Journal of Marketing Research. 28(3),307-319.D’Astous, A. and Seguin, N.（1999）Consumer Reactions to Product Placement Strategies in Television Sponsorship, European Journal of Marketing, 33(9/10), 896-910.E. Fukuba, H. Kitagaki, A. Wada, K. Uchida, S. Hara, T. Hayashi, K. Oda, and N. Uchida, （2009）, Brain Activation during the Spot the Differences Game,"Magnetic Resonance in Medical Sciences, 8, 23-32.Gross, M. L.（2010）. Advergames and the effects of game-product congruity,Computers in Human Behavior, 2(6), 1259-1265Gupta, Pola B. & Lord, K. R.,（1998）Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall, Journal of Current Issues and Research in Advertising, 20(1), 47-59.Henderson, J. M., & Hollingworth, A.（1999）. The role of fixation position in detecting scene changes across saccades. Psychological Science, 10, 438-443.Hollingworth, A., Schrock, G., & Henderson, J. M.（2001）. Change detection in the flicker paradigm: The role of fixation position within the scene. Memory &Cognition, 29, 296-304.Hoffman, J. E., & Subramaniam, B.（1995）. The role of visual attention in saccadic eye movements. Perception & Psychophysics, 57, 787-795. Hudson, Simon & Hudson, David,（2006）,Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?, Journal of Marketing Management, 22, 489-504.Kahneman, D. (1973). Attention and Effort. NJ: Prentice-Hall.Karrh, James A.,（1998）Brand Placement: A Review, Journal of Current Issues and Research in Advertising, 20(2), 31-49.Kevin, W., Bolls, P., Kim, H., Venkataraman, A., Meyer, R.（2008）.Enjoyment of Advergames and Brand Attitudes: the Impact of Thematic Relevance, Journal ofInteractive Advertising,9(1),27-36.Kotler, P.（1994）. Marketing management: Analysis, planning, implementation,and control (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.Lavidge, R. J., & Steiner, G. A.（1961）. A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.Lang, A.（2000）. The limited capacity model of mediated message processing. Journal of Communication, 50(1), 46-70.Levin, D. T., & Simons, D. J. （1997）. Failure to detect changes to attended objects in motion pictures. Psychonomic Bulletin and Review, 4, 501-506.Lee, Mira & Faber, Ronald J.,（2007）Effect of Product Placement in On-Line Games on Brand Memory, Journal of Advertising, 36(4), 75-90.Luck S.J. &Vecera S.P.（2002）.Attention. In H. Pashler and S. Yantis (eds.), Stevens’s Handboo’k of Experimental Psychology（3rd Ed.）,1 , 235-286, New York: John Wiley & Sons.Mandler, G., Nakamura, Y., & Van Zandt, B. J.（1987）. Nonspecific effects of exposure on stimuli that cannot be recognized. Journal of Experimental Psychology: Learning, Memory, and Cognition, 13, 646-648.Morwitz, V. G., & Schmittlein, D.（1992）Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29(4), 391-405.McConkie, G.W., & Zola, D.（1979）. Is visual information integrated acrosssuccessive fixations in reading? Perception &Psychophysics, 25, 221-224.Phillips, W.A.（1974）. On the distinction between sensory storage and short-term visual memory. Perception & Psychophysics, 16, 283-290.Pieters, R., Rosbergen, E., & Wedel, M. (1999). Visual attention to repeated print advertising: A test of scanpath theory. Journal of Marketing Research,36(4), 424-438.Nelson, Michelle R.,（2002）.Recall of Brand Placements in Computer/Video Games,Journal of Advertising Research, 42(2), 80-92.Posner, M. I.（1980）. Orienting of attention. Quarterly Journal of Experimental Psychology, 32(1), 3–25. Rayner, K.,（1998）.Eye movements in reading and in information processing：20 years of research. Psychological Bulletin, 124, 372-422.Rensink, R. A., O"Regan, J. K., & Clark, J. （1997）. To see or not to see: The need for attention to perceive changes in scenes. Psychological Science, 8, 368-373.Rensink, R. A.（2002）Change detection, Annual Review of Psychology, 53, 245-277.Ravi, D. （1999）. Comparison effects on preference construction. Journal of Consumer Research, 26(3): 293-306.Rizzolatti, G., Riggio, L., Dascola, I., &Umilta, C.（1987）. Reorienting attention across the horizontal and vertical meridians: evidence in favor of a premotor theory of attention. Neuropsychologia, 25(1A), 31-40.Russell, Cristel A.（1998）Toward a Framework of Product Placement: Theoretical Propositions, Advances in Consumer Research, 25,357-362.Schiffman, L .G. and L. L. Kanuk,（2000）. Consumer Behavior, Upper Saddle River, N.J: Prentice Hall.Schneider, W., Dumais, S. T., & Shiffrin, R. M.（1984）. Automatic and control processing and attention. In R. Parasuraman& D. R. Davies (Eds.), Varieties of Attention. (pp.1-27). Orlando, FL: AcademicSchneider, W., & Shiffrin, R. M. (1977). Controlled and automatic human informationprocessing: I. Detection, search, and attention. Psychological Review, 84(1),1-66.Shapiro, Stewart A. and Jesper H. Nielsen（2013）.What the Blind Eye Sees: Incidental Change Detection as a Source of Perceptual Fluency, Journal of Consumer Research, 39(6), 1202-1218. Simons, D. J. &Ambinder, M. S.（2005）. Change blindness: Theory and Consequences. Current Direction Psychological Science, 14, 44-48Simons, D. J., & Levin, D. T.（1998）. Failure to detect changes to people during a real-world interaction. Psychonomic Bulletin and Review, 5, 644-649.Spears, N. and Singh, S. N., (2004). Measuring attitude toward the brand and purchaseintentions, Journal of Current Issues and Research in Advertising, 26(2), 53-66.Sukoco, B. M. and Wu, W. Y.（2011）The effects of advergames on consumer telepresence andattitudes: A comparison of products with search and experience attributes.ExpertSystems with Applications, 38(6),7396-7406.Winkler, T. & Buckner, K.（2006）. Receptiveness of gamers to embedded brand messages in advergames: Attitudes towards product placement. Journal of interactive Advertising, 7(1), 37-46.Wise, K. &Bolls,Paul D. & Kim, H. &Venkataraman, A. & Meyer, R.（2008）. Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal of Interactive Advertising,9(1), 27‐36. zh_TW
