业务
营销
产品(数学)
接口(物质)
产品植入
产品设计
广告
过程管理
计算机科学
数学
几何学
气泡
最大气泡压力法
并行计算
作者
Liang Xiao,Lei Jiang,Wang Shu
出处
期刊:Journal of Advertising Research
[World Advertising Research Center]
日期:2024-11-21
卷期号:: PAP_029-PAP_029
摘要
The Gestalt effect suggests that the effect of organized whole elements exceeds the sum of their parts. The visual element placement of advertisements reflects this effect and is vital to determine what consumers recall, especially in the mobile marketing environment. Scholars, however, are divided as to the theoretical explanations of the Gestalt effect in consumer behavior and user experience domains. To address this issue, the authors analyze consumers' neural activities in response to mobile food delivery service advertisements in different visual element placements, testing the influence of the Gestalt effect on consumers' purchasing preferences. The current study adopts the event-related potentials (ERP) technique derived from the electroencephalogram (EEG) paradigm. The findings deepen the understanding of the application of the Gestalt effect in the marketing and advertising domain, which benefits the digital graphical user interface designs of mobile and other forms of e-businesses.
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