烟盒警告标签设计的眼动研究

The Eye-tracking of Cigarette Warning Label Design

目的为了评估初吸烟高危人群对不同呈现形式的烟草警告标签的认知,并对不同类型警告标签的效果进行对比研究。方法采用了3×3重复测量双因素眼动实验设计和问卷调查相结合的方式。收集139名大学生观看9幅烟草警告标签时的眼动数据,记录其在观看图片时的注视次数、注视时长、首次注视时间等数据。利用问卷收集实验参与者看完烟盒图片后的记忆、认知、态度及潜在行为。结论烟盒表面中上部醒目位置的警告标签最能引起人们的注意,生动反应吸烟危害健康的真实图警告标签的警示作用最强。定期更换烟盒表面警告标签的内容和形式有利于增加初吸烟高危人群对吸烟有害健康的关注和认知,增加其对吸烟的厌恶程度,从而减少吸烟行为。

It studies the cognition of smoking group to different tobacco warning label, and compared the warning effectiveness with different warning label. A 3× 3 within-subjects factor experiment design was used, and using an eye-tracking method to collect eye movement data from 139 Chinese college students. A questionnaire survey is used to collect data about memory, cognition, attitude, and potential behavior after reading the cigarette pictures. Warning labels located in the upper and central sections of the package can capture the subject＇ s attention better than other locations. Vivid warning labels had the strongest warning effect. Rotating the form and position of warning labels can help increase a college student＇ s perception of risk caused by smoking, enhance their aversion to smoking, and reduce a student＇ s smoking behavior.