2021 International Conference on Social Development and Media Communication (SDMC 2021)
Keynote Speakers
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Prof. Jiang Yushi

School of economics and management, Southwest Jiaotong University, China

Research Area:Neural marketing, network advertising and human resource management

Jiang Yushi, Professor, doctoral supervisor, postdoctoral student in psychology of Peking University, under the guidance of Professor Zhou Xiaolin, a famous psychology expert in China, once served as the director of Admissions Office of Graduate School of Southwest Jiaotong University and the director of marketing department of School of economics and management of Southwest Jiaotong University. At the same time, he is also a director of the Marketing Research Association of China's institutions of higher learning, a communication review expert of the National Natural Science Foundation of China, and a communication review expert of the degree of the Ministry of education. In May 2018, it won the "Tang Lixin excellent teacher" award of Southwest Jiaotong University; in 2017, it won the honorary title of "2014-2017 international cooperation and exchange advanced individual"; in October 2017, it was selected into the national talent pool of ten thousand excellent innovation and entrepreneurship mentors, member of China Marketing Association, review expert of China marketing competition, expert of Sichuan entrepreneurship Association, Sichuan market Member of Marketing Association, special expert of Chengdu Personnel Bureau, deputy director of Human Factors Engineering Research Institute of Southwest Jiaotong University, deputy director of logistics and Emergency Management Research Institute, executive deputy director of western harmonious labor relations research center, review expert of Journal of Marketing Science (JMS), review expert of Management Journal of Review experts of system engineering theory and practice, Journal of psychology, Nankai management review, Journal of information system, etc. He once served as the director of the marketing department, Secretary of the Party branch, deputy director of MBA center, deputy director of EDP center, and deputy head of the eighth group of technology town leaders and regiments in Yixing City, Jiangsu Province. He once worked as a visiting scholar in the United States for one year, worked as a temporary post in Yixing City, Jiangsu Province for one year, and served as the deputy head of the eighth group of science and Technology Town chiefs and regiments in Yixing City. In June 2018, he was selected as the "Southwest Jiao Tong University excellent entrepreneur innovation and mentor database", and the special expert committee of Southwest Jiao Tong University's "Internet plus" innovation and entrepreneurship competition. In July 2018, the "e-children" team under the guidance of our school won the second prize in the final of the 8th National College Students' e-commerce "innovation, creativity and entrepreneurship" challenge competition, creating the best result in history for our school and Sichuan competition area.


Title: How to overcome online banner blindness? A study on the effects of creativity

Abstract: Purpose – This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute the boundary conditions for creativity to improve memory for banner ads.

Design/methodology/approach – Three studies were conducted to understand the influence of advertising creativity and banner blindness on recognition of banner ads, which were assessed using questionnaires and bias adjustment. The roles of online user tasks (goal-directed vs free-viewing), visual saliency (high vs low) and banner-page congruity (congruent vs incongruent) were considered. Findings – The findings suggest that creativity alone is not sufficient to overcome the banner blindness phenomenon. Specifically, in goal-directed tasks, the effect of creativity on recognition of banner ads is dependent on banner ads’ visual saliency and banner-page congruity. Creative banners are high on visual saliency, and banner-page congruity yields higher recognition rates.

Practical implications – Creativity matters for attracting consumer attention. And in a web page context, where banner blindness prevails, the design of banners becomes even more important in this respect. Given the prominence of banners in online marketing, it is also necessary to tap the potential of creativity of banner ads.

Originality/value – First, focusing on how creativity influences memory for banner ads across distinct online user tasks not just provides promising theoretical insight on the tackling of banner blindness but also enriches research on advertising creativity. Second, contrary to the popular belief of extant literature, the findings suggest that, in a web page context, improvement in memory for banner ads via creativity is subject to certain boundary conditions. Third, a computational neuroscience software program was used in this study to assess the visual saliency of banner ads, whereas signal detection theory was used for adjustment of recognition scores. This interdisciplinary examination combining the two perspectives sheds new light on online advertising research.




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