ADOLESCENTS' ATTENTION TO TRADITIONAL AND GRAPHIC TOBACCO WARNING LABELS: AN EYE-TRACKING APPROACH
ADOLESCENTS' ATTENTION TO TRADITIONAL AND GRAPHIC TOBACCO WARNING LABELS: AN EYE-TRACKING APPROACH
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DOI：
10.2190/de.40.3.b
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发表时间：
2010-01-01
影响因子：
0.8
通讯作者：
John, Kevin
中科院分区：
文献类型：
--
作者：
Peterson, Emily Bylund;Thomsen, Steven;John, Kevin
这项研究的目的是确定加入加拿大风格的图形图像是否会提高青少年在烟草杂志广告中关注并随后能够回忆起新的警告信息的程度。具体地说，我们的目标是确定加入图形图像是否会1)增加视觉注意力(通过眼动模式和注视密度来衡量)，2)改善美国西部12至14岁青少年对烟草广告的记忆。数据来自32名中学生，他们使用头戴式眼球跟踪设备记录观看时间、扫描路径模式、注视位置和停留时间。参与者观看了一系列20个杂志广告，其中包括5个带有传统卫生局局长警告信息的美国烟草广告，以及5个已修改为包括非传统信息和加拿大风格图形图像的美国烟草广告。
The objective of this study was determine if the inclusion of Canadian-style graphic images would improve the degree to which adolescents attend to, and subsequently are able to recall, novel warning messages in tobacco magazine advertising. Specifically, our goal was to determine if the inclusion of graphic images would 1) increase visual attention, as measured by eye movement patterns and fixation density, and 2) improve memory for tobacco advertisements among a group of 12 to 14 year olds in the western United States. Data were collected from 32 middle school students using a head-mounted eye-tracking device that recorded viewing time, scan path patterns, fixation locations, and dwell time. Participants viewed a series of 20 magazine advertisements that included five U. S. tobacco ads with traditional Surgeon General warning messages and five U. S. tobacco ads that had been modified to include non-traditional messages and Canadian-style graphic images.