关键词

老年人，注意，认知，眼睛跟踪，电视内容，电视广告，神经营销，电视习惯

摘要

老年人是媒体的主要消费者，特别是对结合了无需中断电视节目连续性的植入性传统商业广告和非传统广告（UA）的电视的消费。本研究目的在于分析与年轻人相比，老年成年人是如何专注和处理屏幕上同时出现的信息的（节目和广告）。研究包括了30位年纪稍小的成年人。使用眼睛跟踪技术我们分析了对电视屏幕的注意（就注意力捕捉，热图和眼睛注视而言），也分析了内容认知，对UA和频道频换行为的心理反作用程度。结果显示，老年人注意力水平与年轻人的并无不同，而是取决于集成内容；当UA处于中、高侵入水平时，老年人的认知力比年轻人的低。老年成年人的心理反作用比年轻人的低，但就对电视节目的忠实程度而言，两个组都显示同样的行为。基本结论：认知老化并不象能影响信息处理技能那样影响对集成化内容的注意能力。

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收到: 27-10-2014

修订: 20-11-2014

公认: 15-01-2015

OnlineFirst: 15-04-2015

发布日期: 01-07-2015

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Añaños-Carrasco, E. (2015). Eyetracker technology in elderly people: How integrated television content is paid attention to and processed. [La tecnología del «EyeTracker» en adultos mayores: Cómo se atienden y procesan los contenidos integrados de televisión]. Comunicar, 45, 75-83. https://doi.org/10.3916/C45-2015-08

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