以視覺注意力與勸服力探討器官捐贈勸募之宣傳品設計
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Date
2012/8/31-2014/7/31
Authors
簡佑宏
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Abstract
美國加州駕照上， 有一個可勾選同意器官捐贈的欄位， 20 年前看到這個欄位時，心理旁白：「開什麼玩笑！」 20 年後上帝真的開了我一個玩笑！今年，我成為一位器官受贈者。 我深刻感受到器官捐贈者的大愛與生命的美好， 也才感同身受那些等待重生的生命。 在此，希望透過相關研究 為器官捐贈盡一分力！ 隨著醫療技術不斷進步，國人等候器官捐贈之人數日益遽增。然而由於國內器官捐贈風 氣不盛，歷年來行政院衛生署每年動支上億的經費宣導器官捐贈，但成效並不顯著。由於文 宣資訊必須先吸引人們之注意，進而透過資訊內容的呈現產生說服力，才能達到宣傳的目的。 如何設計能吸引「注意力（attention）」與具有「勸服力（persuasiveness）」的器官捐贈文宣， 實為值得探討之議題。本研究希望結合計畫行為理論（theory of planned behavior）、勸服理論 （persuasive theory）、廣告文宣設計實務，以及眼球追蹤系統，探討當閱讀器官捐贈勸募資訊 時，影響受測者注意力與勸服力的關鍵設計要素為何。 本研究規劃為二年期計畫： 第一年：針對文宣的勸服力進行探索。首先（1）以計畫行為理論為基礎，針對態度、主 觀規範（subjective norm）、認知行為控制（perceived behavioral control）進行問卷調查，並透 過線性結構模型分析（linear structural modeling, LSM），探討影響受測者器官捐贈意願的相關 因素為何。（2）以勸服理論中的訊息框架（message framing）和訊息訴求（message appeal） 為基礎，請受測者閱讀不同文本後回答器官捐贈意願問卷，探討文宣內容應如何描述才能具 備顯著的說服力。 第二年：以第一年針對文宣勸服力研究結果為基礎，首先（1）運用廣告文宣設計方法〔包 括：焦點團體法、曝後回憶（post-exposure recall）、遮蔽回憶（masked recall）和輔助識別測 驗（aided recognition test）〕，設計出具注意力與勸服力的器官捐贈文宣產品。之後（2）以眼 球追蹤系統量測與計算受測者閱讀文宣時的凝視數量（number of fixations）、駐留時間（dwell time）、駐留位置；並再次以遮蔽回憶測驗（masked-recall test）量測回憶率，全面性地提出具 注意力與勸服力的器官捐贈關鍵設計要素為何。 本研究成果將可供政府機關、私人宣導團體、醫院學校等相關推廣人員，在未來進行器 官捐贈文宣設計的參考。以本研究提出之準則為基礎進行文宣設計，提高文宣吸引注意力與 勸服力，達到宣導成效，有效提升政府維護人民健康經費支出的價值，並促進國民健康。
As medical technology advances, the number of people waiting for organ donations increased dramatically. However, the domestic culture of organ donation has not been prevailing, and the effectiveness of the organ-donation promotion is not significant in Taiwan. The promotional materials must attract people’s attention, and then generate persuasiveness. Consequently, it is urgent to know how can we design ‘attractive’ and ‘persuasive' materials to promote organ donation. This research project aggregates planned behavior theory, persuasive theory, advertising design, and eye-tracking system to study the critical design elements for creating attractive and persuasive organ-donation promotional materials. This research project is proposed as a two-year project. The first year research will focus on persuasiveness. (1) Based on the theory of planned behavior, this study will conduct a survey to investigate what factors affect people’s intention on organ donation. (2) Based on persuasive theory, this research project will examine the effects of message framing and message appeal on people’s intention for donating organ. The second year research will focus on attention. (1) Based on the outcomes of first year research, this research project will conduct standard advertising-design method (e.g., focus group, post-exposure recall, masked recall, and aided recognition test) to develop new promotional materials for organ donation. (2) This research project will recruit participants to read the new promotional materials and to use eye-tracking system to record the participant’s number of reading fixations, dwell time, and dwell position. A masked-recall test will conduct to measure the participant’s recall rate as well. Taken altogether, this research project will generate guidelines for designing organ-donation promotional materials which can attract people attention, improve people’s intention to donation, and therefore safeguard people’s health and life
As medical technology advances, the number of people waiting for organ donations increased dramatically. However, the domestic culture of organ donation has not been prevailing, and the effectiveness of the organ-donation promotion is not significant in Taiwan. The promotional materials must attract people’s attention, and then generate persuasiveness. Consequently, it is urgent to know how can we design ‘attractive’ and ‘persuasive' materials to promote organ donation. This research project aggregates planned behavior theory, persuasive theory, advertising design, and eye-tracking system to study the critical design elements for creating attractive and persuasive organ-donation promotional materials. This research project is proposed as a two-year project. The first year research will focus on persuasiveness. (1) Based on the theory of planned behavior, this study will conduct a survey to investigate what factors affect people’s intention on organ donation. (2) Based on persuasive theory, this research project will examine the effects of message framing and message appeal on people’s intention for donating organ. The second year research will focus on attention. (1) Based on the outcomes of first year research, this research project will conduct standard advertising-design method (e.g., focus group, post-exposure recall, masked recall, and aided recognition test) to develop new promotional materials for organ donation. (2) This research project will recruit participants to read the new promotional materials and to use eye-tracking system to record the participant’s number of reading fixations, dwell time, and dwell position. A masked-recall test will conduct to measure the participant’s recall rate as well. Taken altogether, this research project will generate guidelines for designing organ-donation promotional materials which can attract people attention, improve people’s intention to donation, and therefore safeguard people’s health and life