Self-improvement products are often promoted using before-and-after photographs,highlighting the temporal aspect of the product in our lives. Consider a situation, a companyadvertises a program of losing weight, and they employ the horizontal advertisement toprompt their products; they put before photograph on left side, and put after photograph onright side (congruent); on the contrary, some of companies put future photograph on left side,and put before photograph on right side (incongruent).Based on processing inertias such as reading or writing habits, we always employhorizontal type to present information; in addition, the studies on neurophysiology have alsoevidenced the information processing from left to right; when the brain process information,the left hemisphere directs spatial attention from left to right. The prior study indicated thatthe past events on the left and the future events on the right could enhance processing fluency.Furthermore, the previous studies have indicated that the influence of the position of imageson consumer perceptions, however, this study finds that the advertising presentation not onlyemploys horizontal position but also uses vertical position.In addition, because of Taiwanese culture, people read and write both from left-to-rightand right-to-left. When people read and write a paper which employ directionality ofleft-to-right, they read and write in horizontal type from left-to-right and then fromtop-to-down, however, when people read and write a paper which employ directionality ofright-to-left, they read and write from top-to-down and from right-to-left in vertical type. Ifthe time-space representation is congruent with directionality of advertising illustration, couldindividuals could enhance processing fluency and even enhance product attitude? Therefore,it is necessary to investigate the influence of position on consumer perception.In this study, we will plan to employ Neuroscan 64-Channel EEG System as a researchinstrument, and we will examine the wave, speed, amplitude, phase, frequency, attention, andmeditation when they are stimulated by different advertisements, in addition, and we willexplore whether the electroencephalogram (EEG) plays a mediator when people engage inconsumer perceptions. In sum, this study employs EEG to examine product attitude andfocuses on consumers’ product attitude and requires three years to do the researchsystematically and understand how consumers read the advertisement of horizontal position,vertical position, and directionality of advertising illustration influence product attitude, andwhether EEG plays a mediator.
|Effective start/end date||1/08/17 → 31/07/18|
UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):
- horizontal position
- vertical position
- directionality of advertising illustration
- product attitude
- electroencephalogram (EEG)
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