中文摘要：

基于获得—交易效用理论,通过对26名在校大学生进行眼动实验,探讨了消费者对平面广告促销信息中的现价、原价、促销节省三者的即时加工过程。运用SPSS 18.0软件对眼动实验数据进行分析,结果表明,消费者在注视时间、注视次数和回扫次数上的注视程度均是现价〉原价〉促销节省,且差异显著;性别在现价、原价、促销节省与注视次数上具有调节作用,具体而言：针对男性,在注视次数上现价〉促销节省〉原价,而针对女性,在注视次数上现价〉原价〉促销节省;在不同价位产品和不同促销力度下,消费者的眼动指标也有所差异。

英文摘要：

Based on the acquisition-transaction utility theory, consumers will get the total utility from a deal with acquisition utility and transaction utility. A total of 26 university students participated in the eye movement experiment to explore the con- sumers＇ immediate processing of the present price, original price and promotional savings. The data was analyzed by SPSS 18.0 software. The results show that ： （ 1 ） Consumers＇ IA-Dwell-Time, IA-Fixation-Count, IA-Run-Count of the present price is more than original price, and the promotional savings is the least; the difference among them is significant. （2） The effect of the present price, original price and promotional savings on IA-Fixation-Count is moderated by consumer gender ： for male con- sumers, the IA-Fixation-Count of the present price is more than the promotional savings, and the IA-Fixation-Count of original price is the least; however, for female consumers, the IA-Fixation-Count of the present price is more than original price, and the IA-Fixation-Count of the promotional savings is the least. （ 3 ） The indexes of eye movement are different at different levels of product prices and promotional benefits.