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dc.contributor.author王霏
dc.contributor.author吴蓉蓉
dc.contributor.author汪祚军
dc.date.accessioned2018-11-26T08:53:39Z
dc.date.available2018-11-26T08:53:39Z
dc.date.issued2017
dc.identifier.citation心理学探新,2017,(60):567-571
dc.identifier.issn1003-5184
dc.identifier.urihttps://dspace.xmu.edu.cn/handle/2288/165653
dc.description.abstract在广告中使用代言人成为越来越常用的手段。传统异性相吸的观点认为,受众更关注异性代言人的信息,而近期研究则表明存在同性偏差效应,即受众更关注同性代言人信息。本研究通过眼动追踪技术记录了男、女受众在观看禁烟公益广告期间的眼动特征,通过比较受众的首次关注潜伏期和总注视时间两个指标,首次从眼动特征上证实了同性偏差效应。本研究拓展了同性偏差效应的适用领域,对公益广告的设计具有指导意义。
dc.description.abstractIt becomes regular practice to use spokesperson in the public service advertising.Viewers of different gender maybe have different viewpoints even towards the same advertising.Folk wisdom suggests opposites attract,but the own-gender bias effect show that the viewers would pay more attention to the spokesperson of their own gender group.By using eye tracking technology and recording the time to first fixation and total fixation duration,the current study compared the male and female viewers' eye movement characteristics when they looking at the anti-smoking public service advertising.The result confirmed the own gender bias effect.The current study extend the range of own gender bias effect and be instructive for the design of public service advertising.
dc.description.sponsorship中央高校基本科研业务费专项资金(20720150016);福建省中青年教师教育科研项目(JAS160023);
dc.language.isozh_CN
dc.subject代言人
dc.subject公益广告
dc.subject同性偏差
dc.subject眼动追踪
dc.subject性别差异
dc.subjectgender difference
dc.title同一广告,不同视点:公益广告关注点的性别差异
dc.title.alternativeSame Advertising, Different Viewpoint: The Gender Difference in Eye Focus towards Anti-smoking Public Service Advertising
dc.typeArticle


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