国外对平面广告受众注意心理的眼动研究(7)
2016-08-17 01:04
导读：[22] 。受众的分类也多种多样，可依据其年龄、性别、地域、社会阶层、信仰等等标准进行划分。这样，同一受众群体对不同诉求方式的广告可能有不同的
[22]。受众的分类也多种多样，可依据其年龄、性别、地域、社会阶层、信仰等等标准进行划分。这样，同一受众群体对不同诉求方式的广告可能有不同的眼动扫描特点，而同一诉求方式的广告引发的眼动反应也可能因受众群体不同而异。然而，笔者发现极少有人依据广告不同诉求方式或不同受众群体进行深入而系统的研究。
总的说来，尽管眼动技术被誉为广告注意心理研究的最佳手段之一，但令人奇怪的是，自从20世纪初眼动仪用于研究广告以来，可得的相关文献平均每年不到两篇！并表现出诸多研究不足，留下相当大的探索空间！这或许与眼动仪的昂贵及其操作相对复杂有关。但愿对此领域感兴趣的研究者能抓住这一机遇！
参考文献
[1] 何洁. 广告与视觉传达. 北京：中国轻工业出版社，2003. 133
[2] Thomas P, Jean-Pierre L, Steve C, et al. Marketplace Packaging Strategies
[Special Report]. Canadian Packaging, 1997, 50(11): 13~21
[3] Pieters R, Warlop L, Wedel M. Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory. Management Science, 2002, 48(6): 765~781
[4] Pieters R, Wedel M. Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects. Journal of Marketing, 2004, 68(2): 36~50
[5] Wedel M, Pieters R. Eye fixations on Advertisements and Memory for Brands: A Model and Findings. Marketing Science, 2000, 19(4): 297~312
[6] Rosbergen E, Pieters R, Wedel M. Visual Attention to Advertising: A Segment-Level Analysis. Journal of Consumer Research, 1997, 24(3): 305~314
[7] Rayner K, Rotello C, Stewart A, et al. Integrating Text and Pictorial Information: Eye Movements When Looking at Print Advertisements .Journal of Experimental Psychology, 2001, 7(3): 219~226
（转载自http://www.ＮＳＥＡＣ.com中国科教评价网） [8] Reid L, King K, DeLorme D. Top-level Agency Creatives Look at Advertising Creativity Then and Now. Journal of Advertising, 1998,27(2):1~16
[9] Krugman D M, Fletcher J E, Fox R J, et al. Do Adolescents Attend to Warnings in Cigarette Advertising？ An Eye-tracking Approach. Journal of Advertising Research, 1994, 34(6): 39~52
[10] Pieters R , Rosbergen E, Wedel M. Visual Attention to Repeated Print Advertising: A Test of Scanpath Theory. Journal of Marketing Research, 1999, 36(4): 424~438
[11] Parkhaust D J，Niebur E. Texture Contrast Attracts Overt Visual Attention in Natural Scenes. European Journal of Neuroscience, 2004, 19(3): 783~789
[12] Bogart L, Tolley B S. The Search for Information in Newspaper Advertising. Journal of Advertising Research, 1988, 28(2): 9~19
[13] García C， Ponsoda V， Estebaranz H. Scanning Ads: Effects of Involvement and of Position of the Illustration in Printed Advertisements. Advances in Consumer Research, 2000, 27(1): 104~109
[14] Raymond J E. Upper-Lower Visual Field Effects on the Visual Memory for Incidentally Viewed Branded Images. Advances in Consumer Research, 2002, 29(1): 223~224
[15] Lohse G. Consumer Eye Movement Patterns on Yellow Pages Advertising. Journal of Advertising, 1997, 26(1): 61~73
