摘要
本研究探究了场独立者和场依存者在观察平面体育广告时产生的不同特点,即注视点、眼跳最大幅度、兴趣区扫描特点三个方面进行研究。结果表明,认知方式影响注视点的数目。但在眼跳最大幅度上,场独立被试和场依存被试没有显著差异。认知方式影响平面广告兴趣区内的注视时间。场独立型被试对兴趣区的注视时间明显低于场依存被试。
This research explores the difference between field-independent individuals and field-dependent individuals on the fixation counts, maximal saccade amplitude, the percentage of fixation time on interesting area dwell time when sports advertising is watched. The result shows that fixation counts of different cognitive styles of people had significant difference, while the fireld-independent group and the field-dependent group showed no significant difference in maximal saccade amplitude. In addition, significant difference can be found in the percentage of fixation time on the interesting areas of advertising of dwelling time between the field-independent group and the field-dependent group.
出处
《心理科学》
CSSCI
CSCD
北大核心
2010年第4期857-860,共4页
Journal of Psychological Science
关键词
场依存型
场独立型
平面广告
眼动
field-dependant, field-independent, advertising, eye-movement
