(In)effectiveness of Attention Guidance Methods for Enhancing Brand Memory in 360° Video

To test the effectiveness of three different diegetic guiding methods in 360° video for product placement, a between-subject design was employed, where participants were randomly assigned to one of four videos with the same scene but different guiding methods. 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, and provide future research direction. In addition, results indicate a significant influence of brand familiarity on brand recall in 360° video.为测试三种不同的故事内引导方法（diegetic guiding methods）在用于产品植入的360°视频中的应用效果，本研究采用被试间实验设计：参与者被随机分配至四部场景一致但引导方法各异的视频组别中。研究结果不仅解释了本研究与其他场景下注意力引导相关研究之间的差异——基于品牌回忆（brand recall）与品牌识别（brand recognition）指标的评估显示，不同引导线索间并无显著差异——同时还提出了未来的研究方向。此外，研究结果表明，品牌熟悉度（brand familiarity）对360°视频中的品牌回忆具有显著影响。