摘要
信号检测论（SDT）是一种借助数学形式研究信息传输系统中“接受者”操作的理论。自50年代以来已被广泛地应用于心理学、市场营销等各种研究领域。本文论述了SDT应用于广告再认测试的原因、引进SDT后遇到的困难以及研究者为此作出的相应修正，最后对这些修正方法进行了简要的评价。
Signal Detection Theory is a theory which studies the receiver's operation in communication system in terms of mathematical form. It has been widely used in the research field of psychology and marketing from 1950s. This paper discussed the cause of application of SDT in ad recognition test, the diffculty it confronted after introduction and the corresponding revisions the researcher had made. In the end, these revisions were discussed.
出处
《心理学探新》
CSSCI
1999年第2期56-62,共7页
Psychological Exploration
关键词
信号检测论
广告
再认
修正
SDT
advertising
recognition
revision
