观看撕去标签的产品的心理反应:完形还是蔡格尼克?  

The Psychological Reaction of Watching the Product with the Label Removed:Gestalt or Zeigarnik?

作　　者：于晓倩 林升栋 YU Xiao-qian;LIN Sheng-dong(Department of Psychology,Renmin University of China,Beijing,100872,China;School of Journalism and Communication,Renmin University of China,Beijing,100872,China)

机构地区：[1]中国人民大学心理学系,北京100872 [2]中国人民大学新闻学院,北京100872

出　　处：《应用心理学》2022年第1期80-87,共8页Chinese Journal of Applied Psychology

基　　金：中国人民大学马克思主义新闻观研究中心科研项目“人工智能时代新媒体广告发展趋势:概念、载具、受众与新形态研究”(MXG202006)。

摘　　要：产品包装标签是人们获取产品信息的最主要途径之一,而影视片段中常出现“去标签”处理的道具。本文以熟悉品牌的矿泉水为例,采用眼动分析法和问卷测量法结合的方式对有无产品标签的影响进行探究。结果表明:受众在观看影视片段中“去标签”处理的道具时的心理反应与完形理论中的知觉组织原则——闭合原则有关,为广告设计提供了新的观点和实证依据。Product packaging label is one of the most important ways for people to obtain product information,and“de-label”props often appear in film and television clips.In the present study,the mineral water with familiar brand is used as the material,and the eye movement analysis and questionnaire measurement are used to explore the impact of product labels.The results show that the audience's psychological reaction when watching the de-labeling props in clips is related to the perceptual organization principle of Gestalt theory—the closing principle,and it provides a new viewpoint and empirical basis for advertising design.

关 键 词：完形心理学 蔡格尼克效应 广告 眼动 问卷 

分 类 号：B849[哲学宗教—应用心理学]