Kaufman Annette, Klein Elizabeth G, Koblitz Amber, Price Simani
Tobacco Control Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, Rockville, MD.
College of Public Health, The Ohio State University, Columbus, OH.
Tob Regul Sci. 2018 Nov;4(6):3-7. doi: 10.18001/TRS.4.6.1.
The purpose of this compendium of recent research in this themed issue is to heighten awareness of eye-tracking methodology and its application in tobacco regulatory science to advance knowledge of consumer understanding of the diversity of advertising, marketing, and other communications about tobacco products. Eye-tracking provides an objective and direct measure of attention that cannot be obtained through self-reported measures. The 7 papers selected for this special issue contribute to scientific knowledge and this editorial provides a synthesis to help guide readers and offer insights for future eye-tracking research. These elegantly designed studies apply eye-tracking methods to 3 major topics related to tobacco products: health warnings, advertising, and constituent information. The application of eye tracking methodology to tobacco regulatory science research has the potential to increase understanding of the impact of tobacco communication and marketing on consumers.
本期主题特刊中近期研究综述的目的是提高对眼动追踪方法及其在烟草监管科学中的应用的认识，以增进对消费者对烟草产品广告、营销及其他宣传多样性理解的认识。眼动追踪提供了一种无法通过自我报告测量获得的客观且直接的注意力测量方法。本期特刊所选的7篇论文对科学知识有所贡献，本社论进行了综述，以帮助引导读者，并为未来的眼动追踪研究提供见解。这些精心设计的研究将眼动追踪方法应用于与烟草产品相关的3个主要主题：健康警示、广告和成分信息。将眼动追踪方法应用于烟草监管科学研究有可能增进对烟草宣传和营销对消费者影响的理解。
