Dr. Bartosz Wojdynski

Abstract: In recent years, online misinformation designed to resemble news by adopting news design conventions has proven to be a powerful vehicle for deception and persuasion. In a 2 (prior warning: present/absent) x 2 (article type: false/true) eye-tracking experiment, news consumers (N=49) viewed four science news articles from unfamiliar sources, then rated each article for […]

Abstract: Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important for understanding users’ psychological responses. Research across various covert advertising formats including various forms of sponsored editorial content, other native advertising formats, and product placement […]

Abstract: The purpose of this study was to investigate the role of advertising format and cognitive load in shaping the effect of covert advertisements on participants advertising recognition and outcomes. In a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment (N = 82), participants […]

Abstract: The present study sought to define and test the effects of “mistargeting” – that is, the phenomenon in which consumers are delivered online behavioral advertising (OBA) that has served them an irrelevant ad based on misinterpreted characteristics. Results of a 2 (ad mechanism disclosure: present/absent) x 2 (targeted ad accuracy: high/low) between-subjects experiment (N […]

Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual of tweets can achieve the most effective communication for opioid epidemic including text characteristics, perceived discrete emotion and visual components of images. This study found […]

Abstract: As content referral widgets and other forms of native advertising continue to be lucrative means of subsidizing journalism, critics and industry observers have derided these “chumboxes” as damaging to the user experience and the journalism they’re adjacent to. This study theorizes mechanisms behind this proposition and tests it in two controlled experiments. Results suggest […]

Abstract: In a between-subjects eye-tracking experiment, adult readers of a large metropolitan daily newspaper (N=70) viewed and evaluated one of two versions of the same online news feature: one with an embedded 360-degree video alongside text and images, and the other using exclusively text and static images. Findings show that the presence of 360-degree video […]

Abstract: Recently, Facebook has changed the way they display the disclosure language regarding political advertisements in an attempt to increase transparency. The goal of this study was to use eyetracking to determine the effectiveness of the new disclosure language and to assess other important factors dealing with how users look at political ads. Findings suggest […]

Abstract: In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the […]

Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual of tweets can achieve the most effective communication for opioid epidemic including text characteristics, perceived discrete emotion and visual components of images. This study found […]

ABSTRACT: The present study (N=82) employed a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment to investigate the effect of advertising format on advertising recognition and cognitive load. Findings show that advergames, in comparison to online video commercials, are more difficult for consumers to […]

ABSTRACT: Misinformation that borrows from the design conventions of online news, often called simply “fake news,” is intentionally misleading and deceptive information packaged and disseminated in such a way that it mimics legitimate news (Tandoc, Lim, & Ling, 2018). The spread of misinformation styled as news is not only troublesome in the context journalism, but […]

ABSTRACT: Social media and other online platforms are increasingly the way consumers access news articles, which increases the likelihood of users visiting articles from sources they may not have visited on their own. Users of these platforms experience a tension between their tendency to focus resources on processing information rather than credibility assessment. In a […]

Abstract: This study first investigated the effect of advertising format (advergames vs online video commercials) on consumers’ ability to recognize advertising. Second, we tested how advertising format differentially impacted consumers’ self-reported cognitive load. Third, we examined how cognitive load impacted consumers’ ability to recognize advertising. Finally, we investigated the moderating effect of brand prominence on […]

ABSTRACT: This study examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. The study further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results showed that individuals higher in narcissism pay greater and more frequent attention to advertisements […]

ABSTRACT: Building on the persuasion knowledge model, this study examines how audience characteristics and native advertising recognition influence the covert persuasion process. Among a nationally representative sample of U.S. adults (N = 738), we examined digital news readers’ recognition of a sponsored news article as advertising. Although fewer than 1 in 10 readers recognized the […]

Abstract: This study examined the effects of the use of directional cues in immersive journalism on information recall, attitudes towards a news story, narrative transportation, presence, and message credibility by conducting a randomized between-subjects three-condition lab experiment (N=90) with community participants using three versions of originally produced 360̊ video news story. The study found that […]

Abstract: A between-subjects experiment tested the effects of medium (location-based) and high (individually tailored) personalized advertising on online news readers, half of whom also paid attention to a podcast while reading. Results showed that the main effect of multitasking was not significant, suggesting that no significant difference in attitude toward the ad emerged between the […]