摘要
利用眼动记录技术,以33名大学生为被试,探讨了认知负荷对网页广告加工过程的影响。结果发现:(1)不同认知负荷水平下被试对网页广告的再认率存在显著差异,低认知负荷条件下的再认率较高,高认知负荷条件下的再认率较低;(2)与高认知负荷条件相比,被试在低认知负荷条件下对网页广告的注视次数更多,凝视时间更长。实验表明,认知负荷影响网页广告的加工过程。
Using eye tracking technique, the study investigated the influence of cognitive load on processing of web advertisement. 33 college students participated in the experiment. The results showed that： （ 1 ） there is significant difference on recall score of web ads between low and high cognitive load level, the score of low cognitive load level is higher than that of high cognitive load level. （2）There are more fixation counts under low cognitive load level than high cognitive load level, and the fixation duration under low cognitive load level is longer than high cognitive load level. In sum, the above results indicate that cognitive load has a significant influence on processing of web advertisements.
出处
《应用心理学》
CSSCI
2009年第3期230-235,共6页
Chinese Journal of Applied Psychology
基金
国家社会科学基金教育学青年课题(CBA090125)
关键词
认知负荷
网页广告
眼动
cognitive load, web advertisements, eye movement
