本研究以說服知識模型探討廣告中的品牌未於影片中出現品牌標誌而是在影片的片頭或片尾露出品牌標誌時，消費者觀看這則廣告的眼球凝視行為與品牌記憶效果的影響。並執行實驗室實驗法操弄品牌標誌於片頭揭露或於片尾揭露，受試者進入實驗室後觀看一則電視節目，並於節目中間模擬廣告時段觀看一則廣告，廣告結束後繼續觀看節目直到結束。實驗過程中採用眼動追蹤設備進行即時眼球凝視行為的採集，並以量表衡量品牌態度。研究結果顯示品牌標誌於片尾揭露時的品牌眼球凝視行為(包含眼球凝視時間與眼球凝視次數)與品牌回想顯著高於品牌於片頭揭露品牌。在研究意涵上透過眼動儀採集受試者意識與非意識的注意行為對於廣告效果與廣告避免相關研究有後續示範之意義；實務意涵提供廣告主與廣告代理商在品牌呈現決策上之依據。
This research discussed the brand logo which revels at the beginning or the end in an advertisement film by Persuasion Knowledge Model. We conducted an experiment design to examine the brand logo which reveals at the end of the film will have more attention and brand memory than the brand logo reveals at the beginning. The participant randomly assigned to one of the situations. During the viewing process, the participant viewing behavior was recorded by the eye tracker, and brand attitude was measured by the scale. The result demonstrated that the brand logo which reveals at the end of the film has more attention and brand recall than the brand logo reveals at the beginning but brand recognition which is not supported our hypothesis.
