網路廣告避免已經是確認且無法避免的現象，本計畫並不悲觀，嘗試透過非意識的訊息展露來提升廣告效果。主張消費者雖然會不傾向點擊與凝視網路廣告，但因為消費者在進入頁面時，會先執行前注意訊息處理，因此，若是在此階段透過非意識的重複展露關鍵字廣告，也是能夠因為重複展露效果而提升廣告品牌之態度，但是若以視覺線索觸發了喚起與意識瀏覽，反而使得廣告品牌態度低於非意識的凝視；然而，喚起所致的意識瀏覽可以獲得相對於低喚起的非意識凝視較佳的長期品牌記憶，但是短期品牌記憶會是在低喚起的非意識凝視時為佳。在入口頁面中，本計畫主張消費者雖然不傾向點擊橫幅廣告，且凝視於廣告區域的行為會低於非廣告區域，但是操作橫幅式廣告標的與消費者搜尋目標一致性，可獲取相對於不一致時為高的前注意階段凝視，進而獲得較高的廣告品牌態度。本計畫擬透過兩年期計畫分別執行兩個子計畫的實驗。 When searchers are viewing on the webpages, they will conduct the preattentive processing firstly, and then they will subconsciously and preconsciously fixating at the keyword advertising. Previous studies had known that the nonconscious fixation also can influence consumers’ behavior. Thus, this project considers nonconsciously repeated exposure the keyword advertising to consumers will gain the higher brand attitude than exposure it one time. Further, some visual elements of advertising triggers the consumers’ advertising arousal, induce their conscious browse behavior, and then gain the lower brand attitude than nonconscious browse behavior. Also, at consumers high arousal and conscious browse condition will gain higher long-term brand memory, however, at low arousal and nonconscious browse condition will gain higher short-term brand memory. This project also proposes that portal page manipulating the consistency between content of banner ad and consumers’ searching goal will gain the higher fixation behavior at banner and higher brand attitude than the inconsistency situation. This project plans to conduct two sub-projects in the two years term project.
