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《Chinese Ergonomics》 2005-01
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The Implicit Memory Performances About Scenic Spot Under Different Appearance Conditions

WU Jun (Library, Hangzhou Teachers College,Zhejiang, Hangzhou, 310012)  
The experiment focused on what the psychological course had been while reading on-line travel advertising and what the valuable psychological theories for the design and evaluation of web or advertisement should have liked. The experiment explored the contribution of controlled processing (explicit memory) and automatic processing (implicit memory) in different appearance conditions (hypertext and linear),through so called inclusion and exclusion texts of PDP. The results were :1 The efficiency of implicit memory about hypertext was higher than linear .2 The efficiency of implicit memory about reading materials with picture was higher than the materials without picture.3The efficiency of explicit memory about hypertext was higher than linear. 4 There was no difference in the contribution of controlled processing at the way of materials present. It was concluded that PDP could dissociate the controlled processing and automatic processing in memory. So when we design, evaluate a web or advertisement, we should consider the effects of explicit processing and implicit processing at the same time.
【CateGory Index】: B842
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