| Title: | The (in)effectiveness of attention guidance methods for enhancing brand memory in 360° video |
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| Authors: | ID Pavlič, Jani (Author)
ID Tomažič, Tina (Author) |
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| Files: |  sensors-22-08809.pdf (2,27 MB)
MD5: D6BE39C24ADE5A1D65719337023FAACF
 https://www.mdpi.com/1424-8220/22/22/8809
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| Language: | English |
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| Work type: | Article |
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| Typology: | 1.01 - Original Scientific Article |
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| Organization: | FERI - Faculty of Electrical Engineering and Computer Science
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| Abstract: | Sensing and remembering features in visual scenes are conditioned by visual attention
and methods to guide it. This should be relevant in terms of product placement, which has become
an important part of incorporating brands into different mass media formats with a commercial
purpose. The approach can be challenging in 360◦ video, where an omnidirectional view enables
consumers to choose different viewing perspectives, which may result in overlooking the brands.
Accordingly, attention guidance methods should be applied. This study is the first to explore diegetic
guidance methods as the only appropriate guiding method for an unobtrusive and unconscious
nature of product placement. To test the effectiveness of three different diegetic guiding methods,
a between-subject design was employed, where the participants were assigned randomly to one
of four videos with the same scene but different guiding methods. The findings show and explain
the discrepancy with studies on guiding attention in other contexts, as there were no significant
differences between the guiding cues according to brand recall and brand recognition. The results also indicate a significant influence of brand familiarity on brand recall in 360◦ video. The
article concludes by providing limitations, future research directions, and recommendations for
audiovisual policy. |
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| Keywords: | product placement, visual attention, attention guidance methods, diegetic guiding cues, brand recall, brand recognition |
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| Publication status: | Published |
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| Publication version: | Version of Record |
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| Submitted for review: | 25.10.2022 |
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| Article acceptance date: | 13.11.2022 |
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| Publication date: | 15.11.2022 |
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| Publisher: | MDPI AG |
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| Year of publishing: | 2022 |
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| Number of pages: | 15 str. |
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| Numbering: | Vol. 22, iss. 22 |
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| PID: | 20.500.12556/DKUM-92357  |
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| UDC: | 659.1 |
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| ISSN on article: | 1424-8220 |
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| COBISS.SI-ID: | 129522179 |
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| DOI: | 10.3390/s22228809 |
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| Copyright: | © 2022 by the authors |
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| Publication date in DKUM: | 01.04.2025 |
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| Views: | 236 |
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| Downloads: | 13 |
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| Metadata: |    |
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| Categories: | Misc.
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