眼睛的运动反映个体的内在认知过程。以眼睛的生理学、物理学特性为基础,研究者们发展出了眼动技术,用于测量眼睛的运动特征。目前,眼动研究技术已经被应用于阅读研究,面孔识别研究,工效学研究,人机交互研究等多个领域。因此了解和掌握眼动技术对于研究者而言是重要和必要的。本文主要介绍了主要的眼动类型,研究中使用的眼动指标和眼动技术,并回顾了眼动技术在广告心理学中的应用,包括广告的特征(尺寸、颜色、排版、信息量等)以及广告的投放位置对消费者认知加工的影响。 Eye movement reflects the individual’s internal cognitive processes. Based on the physiology and physics of the eye, researchers have developed eye movements that measure the movement of the eye. At present, the eye movement research technology has been used in reading research, face recognition research, ergonomics, human-computer interaction and other fields. Therefore, it is important and necessary for researchers to understand and grasp the eye movement technology. This article describes the major types of eye movements, eye movements and eye movements used in the study, and reviews the use of eye-movement in advertising psychology, including the characteristics of advertisements (size, color, typesetting, amount of information, etc. ) And the impact of advertising placement on consumer perception processing.