国外对平面广告受众注意心理的眼动研究(5)
[20] Drèze X, Hussherr F. Internet Advertising: Is Anybody Watching? Journal of Interactive Marketing, 2003, 17(4): 8~23
[21] Janiszewski C. The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research. 1998, 25(3): 290~301
[22] 王怀明. 理性广告和情感广告对消费者品牌态度的影响. 心理学动态，1999，7(1)：56~59
Researches on Consumers’ Visual Attention
to Print Advertisements Using Eye-Tracking Methodology
Zhou Xiangxian1,2 Jin Zhicheng1
(1Department of Psychology, South China Normal University, Guangzhou 510631, China)
(2Department of Public Communications, Zhuzhou Institute of Technology, Zhuzhou 412008, China)
Abstract: 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.
Key words: eye-tracking methodology, attention, print advertisement.
[ 上 页 ], 百拇医药(周象贤 金志成)
[21] Janiszewski C. The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research. 1998, 25(3): 290~301
[22] 王怀明. 理性广告和情感广告对消费者品牌态度的影响. 心理学动态，1999，7(1)：56~59
Researches on Consumers’ Visual Attention
to Print Advertisements Using Eye-Tracking Methodology
Zhou Xiangxian1,2 Jin Zhicheng1
(1Department of Psychology, South China Normal University, Guangzhou 510631, China)
(2Department of Public Communications, Zhuzhou Institute of Technology, Zhuzhou 412008, China)
Abstract: 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.
Key words: eye-tracking methodology, attention, print advertisement.
[ 上 页 ], 百拇医药(周象贤 金志成)