ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

›› 2006, Vol. 14 ›› Issue (2): 287-.

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Researches on Consumers’ Visual Attention
to Print Advertisements Using Eye-Tracking Methodology

Zhou Xiangxian;Jin Zhicheng   

  1. Department of Psychology, South China Normal University, Guangzhou 510631, China

    Department of Public Communications, Zhuzhou Institute of Technology, Zhuzhou 412008, China

  • Received:2005-03-03 Revised:1900-01-01 Online:2006-03-15 Published:2006-03-15
  • Contact: jin Zhicheng

Abstract: Eye-tracking research has long held the promise of providing unprecedented insights into consumers’ attention to advertisement . The present article is a review of foreign academic research on consumers’ visual attention to print advertisements using eye-tracking methodology. In addition, the authors point out that some problems still exist in previous studies, and hope that the review will provide a steppingstone for those interested in this area

Key words: eye-tracking methodology, attention, print advertisement

CLC Number: