Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct

Purpose Enterprises often use anthropomorphic images to display products. In this study, by discussing the differences of the anthropomorphic images of juxtaposition and fusion, the authors can distinguish the boundary conditions of the influence of different visual object structures on consumers' attention. Design/methodology/approach Based on schema theory and information processing theory and using eye movement methods, this study analyzed...