اثر نقش و زمینه بر ادراک تبلیغات محصول: مطالعه مبتنی بر الکتروانسفالوگرافی کمی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، دکتری علوم اعصاب شناختی، دانشکده طراحی اسلامی، دانشگاه هنر اسالمی تبریز، تبریز، ایران

2 مربی، کارشناسی ارشد طراحی صنعتی، دانشکده طراحی اسلامی، دانشگاه هنر اسلامی تبریز، تبریز، ایران

چکیده

مقدمه: پژوهش حاضر با هدف بررسی میزان تاثیر اثر قانون نقش و زمینه در نظریه گشتالت بر ادراک محصول انجام شد. روش: مطالعه حاضر از نوع علی - مقایسه ای بود. جامعه آماری پژوهش حاضر کلیه دانشجویان پسر دانشگاه هنر اسلامی تبریز در سالتحصیلی 1397 بودند. ابتدا به صورت تصادفی ساده از افرادی که واجد شرایط آزمایش بودند 30 نفر انتخاب شد، سپس یک کلیپ ویدیوئی یکسان در دو مرحله ارائه می شد (یکبار در ارائه محصولات قانون نقش و زمینه رعایت شده بود و یکبار قانون نقش و زمینه رعایت نشده بود) پخش شد و همزمان از این افراد در باندهای فرکانسی دلتا، تتا، آلفا و بتا ثبت الکتروانسفالوگرافی کمی به عمل آمد. سپس داده های استخراج شده با روش تحلیل واریانس چندمتغیره تجزیه و تحلیل شدند و کلیه مراحل توسط نرم افزار  SPSS نسخه 23 محاسبه گردید. یافته ها: یافته های پژوهش نشان داد در دو مرحله ارائه کلیپ ویدیو تفاوت معناداری در فرکانس بتا وجود داشت (P0/05). نتیجه گیری: براساس یافته های این پژوهش می توان گفت محصولاتی که قانون نقش و زمینه گشتالت در آنها رعایت شده باشد بیشتر باعث توجه کاربر می شود.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of The Role and Context on The Perception of Product Advertising: Quantitative Electroencephalographic Study

نویسندگان [English]

  • yazdan movahedi 1
  • saeed kaveh 2
1 Assistant Professor, PhD in Cognitive Neuroscience, Faculty of Islamic Design, Tabriz Islamic Art University, Tabriz, Iran.
2 Master of Industrial Design, Islamic Designing Faculty, Tabriz Islamic Art University, Tabriz, Iran.
چکیده [English]

Introduction: The aim of this study was to investigate the effect of role and field effect on product perception. Method: This study was a causal-comparative study. The statistical population of this study was all male students of Islamic Art University of Tabriz in the year 2018. At first, randomly, 30 people were selected from those who were eligible for testing, then a video clip was presented in two stages (once the rules of the law were applied in the articles of the law and once the rule of law was not observed) At the same time, quantitative electroencephalography was recorded in the delta, theta, alpha and beta frequency bands. The data were analyzed by multivariate analysis of variance and all stages were calculated using SPSS version 23 software. Results: The findings showed that there was a significant difference in beta frequency in two stages of video clip presentation (P 0.05) . Conclusion: Based on the findings of this research, it can be said that the products that the gistalt's role and law are observed in are more likely to attract the attention of the user.

کلیدواژه‌ها [English]

  • Gestalt
  • Role and Field
  • Perception
  • Product
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