Framework for Rapid Analysis of Consumers' Attention Processes while Looking at Print Advertisements
Framework for Rapid Analysis of Consumers' Attention Processes while Looking at Print Advertisements
复制标题
消费者快速分析框架
DOI：
10.11221/jima.66.460
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发表时间：
2016
影响因子：
--
通讯作者：
Hirotaka Aoki
中科院分区：
文献类型：
--
作者：
笹田朋孝;L.イシツェレン;Hirotaka Aoki
本文开发了一个眼球追踪分析框架，用于观察平面广告的注意力过程。该框架包括广告信息分类方案和基于测量的注意过程视角下的数据解释程序。通过对20名女性受试者在看保险广告时的眼动追踪数据和问卷调查结果进行可行性研究，讨论了我们的框架对有效广告设计的潜在影响。
This paper develops an eye-tracking analysis framework for attention processes while viewing print advertisements. The framework consists of a scheme for classifying information in advertising and data interpretation procedures from attention process perspectives based on measurements introduced. Based on a feasibility study in which the eye-tracking data of 20 female participants looking at insurance advertisements, as well as questionnaire responses, were collected, the potential of our framework and implications for effective advertising design are discussed.