Higgins Emily, Leinenger Mallorie, Rayner Keith
Department of Psychology, University of California San Diego, CA, USA.
Front Psychol. 2014 Mar 17;5:210. doi: 10.3389/fpsyg.2014.00210. eCollection 2014.
In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We then review the literature on eye movements when viewing print ads and warning labels (of the kind that appear on alcohol and tobacco ads), before turning to a consideration of advertisements in dynamic media (television and the Internet). Finally, we propose topics and methodological approaches that may prove to be useful in future research.
在这篇选择性综述中，我们研究了观看广告时眼动的关键发现。我们首先简要概述扫视眼动的特性和神经基础。接下来，我们概述阅读、场景感知和视觉搜索过程中的眼动行为，因为这些活动在不同时间都与观看广告有关。然后，我们回顾了有关观看平面广告和（酒类及烟草广告上出现的那种）警示标签时眼动的文献，之后转向对动态媒体（电视和互联网）广告的思考。最后，我们提出了可能在未来研究中有用的主题和方法。
