认知负荷是指人在信息加工的过程中所必需的心理资源的总量。本研究以大学生为被试，以网页为实验材料，探讨了认知负荷对网页广告记忆效果的影响。实验一以33名大学生为被试，探讨了认知负荷对网页广告记忆效果的影响，结果发现：（1）不同认知负荷水平下被试对网页广告记忆效果存在显著差异；（2）被试对不同位置网页广告的记忆效果受认知负荷的影响，无认知负荷条件下，不同位置的网页广告记忆效果差异显著，而低负荷和高负荷条件下，位置效应不显著。实验二以15名大学生为被试，用眼动仪记录他们在不同认知负荷水平下浏览网页时的眼动轨迹，结果发现：（1）在网页广告的注视次数与注视时间上，认知负荷主效应显著，说明认知负荷影响网页广告加工过程；（2）被试对不同位置网页广告的加工过程存在显著差异。结合实验一和实验二的结果，表明认知负荷影响网页广告记忆的加工。
关键词：认知负荷 网页广告 记忆 眼动
he Influence of Cognitive Load on the Memory Effect of Web Advertisement
Abstract: cognitive load is the total of mental resources that we need in psychological processes. Using virtual page as the experimental materials, the study try to exam the influence of cognitive load upon the memory effect of web advertisement. The first experiment inviting 33 college students as participates, try to exam the influence of cognitive load upon the memory effect of web advertisement. The results are as follows: (1) the main effect of cognitive load is significant. (2) The cognitive load influences the memory effects of web advertising. The ads placements have significant impact on the memory effects of web advertising when subjects browse the website freely. The effect of ads placement is not significant in low-load and high-load levels. The second experiment inviting 15 college students as participates, using Tobii eye tracker to record their eye movements’ data. The results are as follows: (1) the main effect of the cognitive load is significant in terms of the fixation counts and fixation duration. It shows that the cognitive load influences the process of the web ads. (2) There is significant difference of process in different ads placement. To sum up, cognitive load influences the page ad memory processing.
Key words: cognitive load, web advertisement, recollection, eye movement
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