The psychological reaction of watching the product with the label removed: Gestalt or Zeigarnik?
YU Xiao-qian1 LIN Sheng-dong2
(1. Department of psychology, Renmin University of China, Beijing, 100872, China; 2. School of Journalism and Communication, Renmin University of China, Beijing, 100872, China)
Abstract：Product packaging label is one of the most important ways for people to obtain product information, and "de-label" props often appear in film and television clips. In this paper, the mineral water with familiar brand is used as the material, and the eye movement analysis and questionnaire measurement are used to explore the impact of product labels. The results show that the audience's psychological reaction when watching the de-labeling props in clips is related to the perceptual organization principle of Gestalt theory -- the closing principle, and it provides a new viewpoint and empirical basis for advertising design.
于晓倩，林升栋. 观看撕去标签的产品的心理反应：完形还是蔡格尼克？[J]. 应用心理学, 2022, 28(1): 80-87.
YU Xiao-qian, LIN Sheng-dong. The psychological reaction of watching the product with the label removed: Gestalt or Zeigarnik?. 应用心理学, 2022, 28(1): 80-87.
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