網路廣告業者積極設法突破廣告避免行為，原生廣告就是為此近年竄起的模式，其試圖利用模仿編輯內容之格式或位置，讓消費者「不小心」瀏覽廣告，本計畫欲探討在更進一步最大化揭露深度-直接標示廣告品牌，主張反而會強化廣告效果中的注意(眼球瀏覽)與記憶，但是或許在品牌態度會較弱。並考慮目標導向瀏覽，主張在目標導向瀏覽下，揭露品牌的方式所獲的廣告注意(眼球瀏覽)、記憶會低於非目標導向瀏覽，但在品牌態度上卻會高於非目標導向瀏覽情境。本計畫亦以喚起為核心，推論瀏覽者在頁面中喚起程度較低時會比較高時會有較佳的廣告注意(眼球凝視)與記憶，但是在品牌態度獲取上，喚起程度較高時會比較低時有較高的品牌態度，但是要基於消費者不意識到高喚起狀態與觸發源，否則刺激轉移效應不會被啟動。本計畫擬透過兩年期計畫分別執行各項實驗。
This project propose that native advertising disclosure revealing the brand name of sponsor may acquire more browsingbehavior and brand memory but lesser attitude toward the brand. Also,this project want to discuss the goal-oriented browsing behavior will influence the relation between the advertising effectiveness and ad disclosure that revealing the brand name. Further, this project propose that lower arousal may acquire higher browsingbehavior toward advertising and brand memory. Further, this project assume that consumer with higher arousal and not perceived its arousal state, will acquire better brand memory than consumer with low arousal. If consumer perceived its arousal state and attribute its arousal are triggered from somewhere, the excitation transfer effect will not work.
