Advertisers tried to understand and explore the deep unconscious and subconscious factors that motivate people to buy products. Advertisers try to use word triggers and picture trigger to evoke desired responses.
The business man’s hunt for sale boosters is leading him into a strange wilderness: the sub-conscious mind.” (Wall street Journal, page 1)
Friday, 27 November 2009
Blind Testing
In this experiment the consumer was shown an advertisement that originally had a sexualised image in it but was blanked out. The consumer was shown the blanked out advertisement with just the product in it and then asked a question. Then the same advertisement was shown to the consumer but this time with the sexualised image and asked the same question. The purpose of this experiment is to see if a sexualised image will make the consumer spend more on a product.
Experiments
Eye tracking
Eye tracking is the process of measuring either the point of gaze ("where we are looking") or the motion of an eye relative to the head.( www.eyetracking.com)
Eye tracking is great for showing the hotspots on a page (to find out where users look at the most) and the dead zones (where users don't look at all).
Eye tracking is most useful when you want to test:
* Brand awareness - To assess how much people notice the branding in terms of logos, brand values and brand titles.
* Navigation - To identify any conflicting terms as well as how different navigation layouts interact with each other.
* Page layout - To show how a page layout and colour scheme affect the way users scan a page.
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