摘要
眼动技术被认为是研究广告注意心理的最佳手段之一。文章从广告刺激和受众主体两个方面综述了国外利用该技术对平面广告受众注意心理研究所取得的有益成果,并指出了目前研究中依然存在的一些问题,希望能给感兴趣于这一领域的研究者一定启发。
Eye-tracking research has long held the promise of providing unprecedented insights into consumers＇ attention to advertisement. The present article is a review of foreign academic research on consumers＇ visual attention to print advertisements using eye-tracking methodology. In addition, the authors point out that some problems still exist in previous studies, and hope that the review will provide a steppingstone for those interested in this area.
出处
《心理科学进展》
CSSCI
CSCD
北大核心
2006年第2期287-293,共7页
Advances in Psychological Science
关键词
眼动研究
平面广告
注意
eye-tracking methodology, attention, print advertisement.
