Abstract: At present, there are two conflicting views on the visual attention and memory effect of banner ads, which are “distinctiveness view” and “blindness view”. From the task driven perspective, this study introduces the visual attention computing model of computational neuroscience to explore the effect of visual significance of banner ads on consumers' attention and memory effect under different task categories. Through the experiment of eye movement, this paper shows that in different task situations, for the visual significance of banner ads there is a significant difference in the effect of advertising attention and memory effect of consumers. Specifically, under the browsing task, the banner ads with high visual significance can bring better advertising attention and memory effect than the visual saliency banner ads. Under the search task, there is no significant difference in the effect of advertising attention and memory effect of consumers with different visual saliency levels. This article enriches the application of computational neuroscience in the marketing field. The conclusion provides some inspiration for enterprises to choose appropriate network advertising strategies.

Key words: banner advertisement, task, visual salience, attention effect, memory effect

摘要： 目前对横幅广告视觉注意和记忆效果的研究出现了“独特性观”和“盲视观”两种矛盾的观点。本研究从任务驱动的视角出发,引入计算神经科学的视觉注意计算模型,借助眼动追踪技术,探讨不同任务驱动下横幅广告的视觉显著性对消费者的注意和记忆效果的影响。结果表明:在不同任务驱动下,横幅广告的视觉显著性对消费者的注意及记忆效果的影响具有显著差异。具体而言,在浏览任务中,视觉显著性高的横幅广告比视觉显著性低的横幅广告能带来更好的广告注意及记忆效果;在搜索任务中,不同视觉显著性水平的横幅广告对消费者的注意和记忆效果的影响没有显著差异。本研究丰富了计算神经科学在营销领域的运用,为企业选择合适的网络广告策略提供借鉴。

关键词: 横幅广告, 任务, 视觉显著性, 注意效果, 记忆效果