Eye Tracking Analysis of Readers’ Psychological Interaction with Marketing Copy Referencing Life Values

Rather than simply reporting product information, many advertisements nowadays employ images that convey a certain life values. How do consumers respond to advertisements of this type? This study analyzed consumer responses to the advertising card of C’N’C Costume National using eye-tracking technology and a questionnaire survey. Research findings were as follows: (1) It was found that participants scanning figure and text repeatedly on the copy referencing life values more than on the copy referencing product information. This was confirmed by chi-squared testing. (2) Factor analysis identified three significant factors, namely, psychological interaction, a sense of specialness, and anticipation. (3) We discovered that females with a background in design tended to spend more time watching a male model than men of all backgrounds did. This study contributes to marketing research, demonstrating the effectiveness of conveying messages about life values to achieve more desirable advertising effects while also conveying social concern.