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An Eye Movement Study on Performance of Brand Recognition

CAO Xiao-hua,ZHOU Feng (Department of Psychology,Zhejiang Normal University,Jinhua 321004,China;Institute of Psychology,Chinese Academy of Sciences,Beijing 100101,China;)  
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.
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