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

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/36124

Title:	How colour similarity can make banner advertising effective: insights from Gestalt theory
Authors:	Chiu, YP (Chiu, Yu-Ping) Lo, SK (Lo, Shao-Kang) Hsieh, AY (Hsieh, Ai-Yun)
Contributors:	國貿系
Keywords:	Gestalt theory colour similarity scanning behaviour fixation time banner advertising attitude
Date:	2017-06
Issue Date:	2017-06-08 09:11:16 (UTC+8)
Abstract:	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.
Relation:	BEHAVIOUR & INFORMATION TECHNOLOGY 卷: 36 期: 6 頁碼: 606-619
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] periodical articles

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