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广告心理学中的眼动研究和发展趋势 被引量：32

Eye Movement Analyses in Advertisement Psychology and Its Research Trend
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摘要 通过眼动分析可以比较深入地考察人们在观看广告时的心理活动。早在二十世纪二十年代国外已经有人进行了这方面的研究。本文对国外的广告心理学的跟动研究进行了较为全面的回顾,同时对这个领域的研究现状和发展趋势进行了简要的评述与展望。 Advertisement psychology can be further studied by the analysis of the consumers' eye movements. Since the 1920s this kind of research has been conducted. The present paper reviews the history of the eye movement research in advertisement psychology. The authors discuss the development trend in this research field in the end.
作者 闫国利 白学军
机构地区 天津师范大学心理与行为研究中心
出处 《心理科学》 CSSCI CSCD 北大核心 2004年第2期459-461,共3页 Journal of Psychological Science
基金 教育部人文社会科学重点研究基地重大项目的资助
关键词 广告心理学 眼动研究 发展趋势 眼跳 注视 心理活动 advertisement psychology, eye movement analyses, fixation, saccade
分类号 B849 [哲学宗教—应用心理学]
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参考文献25

  • 1Brant H F. An Evaluation of the attensity of isolation by means of ocular photography. American Journal of Psychology, 1942,55 : 230239.
  • 2Brant H F. The Psychology of Seeing. New York: Philosophical Library, Inc, 1945:31.
  • 3Thompson H A, Luce L. What seanacord readings show? Advertising Selling, December, 1940,33:42 - 43.
  • 4Solomon M R. Consumer behavior. Allyn and Bacon, A division of Simon & Schuser, Inc , 1992 : 120.
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  • 7Russo J E, Leclerc F. An eye fixations analysis of choice processes for consumer no durables, Journal of Consumer Research, 1994,21 (2) :274 - 290.
  • 8Lohse G L, Consumer eye movements patterns on yellow pages advertising. Journal of Advertising, 1997, 26( 1 ) :61 - 73.
  • 9Duchowski A T. Eye tracking methodology: Theory and practice. Sporinger-Verlag, London Limited,2003:196- 197.
  • 10Wedel M, Pieters R. Eye fixations on advertisements and memory of brands: A Model and findings. Marketing Science, 19(4) :297 - 312.

二级参考文献7

  • 1Bouma H,de Voogdl A H.On the control of eye saccades in reading[].Vision Research.1974
  • 2McConkie. G W.On the role and control of eye movements in reading[].Processing of visible language.1979
  • 3O’’Regan J K.Optimal viewing position in words and the stralegy-tactics theory of eye movement in reading[].Eye movements and their role in visual and cognitive processes.1992
  • 4Just M A,Carpenter P A.A theory of reading: From eye fixations to comprehension[].Psychological Review.1980
  • 5Just,MA,Carpenter,PA,Senders,JW,Fisher,DF,Monty,RA.Inference processes during reading: Reflections from eye fixations[].Eye movement and the higher psychological functions.1978
  • 6Morrison R E.Manipulation of stimulus onset delay in reading:Evidence for parallel programming of saccades[].Journal of Experiment.1984
  • 7Reichle E D.Pollatsek A, Fisher D.Toward a model of eye-movements control in reading[].Psychological Review.1998

共引文献21

同被引文献292

引证文献32

二级引证文献300

心理科学
2004年 第2期

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