An Eye Movement Study on Performance of Brand Recognition
Zhou Feng · Chinese Journal of Ergonomics · 2007
An eye movement study on the performance of brand recognition was conducted.Ss were 12 university students.The independent variables were :a) text type;b) structure of brand;c) familiarity of brand.The experiment device was a EyelinkⅡsystem made in Canada.It was found that,the structure of brand had significant effect on brand recognition(F=4.19,P0.05),the performance of mixed design brand was higher than the other's.The text type of brand had significant effect on brand recognition(F=13.69,P0.001),the performance of Chinese brand was higher than the English brand.