eye-tracking experiment Archive
Bridging the Fear and Hope: A Smartphone Eye-Tracking Examination of the Effects of Hope in Fear-based Health Messages
Abstract: This study used a smartphone eye-tracking approach to examine understudied areas in health communication – hope in fear appeal – when people are exposed to differential emotional shifts with fear […]
Designing for Trust: How Online News Consumers View and Interpret Informational Transparency Boxes
Abstract: A mixed-factorial laboratory eye-tracking experiment (N=90) examined web design’s role in the effectiveness of news transparency informational boxes on drawing consumers’ visual attention and the role of reading process box […]
Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach
Abstract: Introduction: In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults’ attention and cognitions in response to an IQOS ad […]
“I probably just skipped over it:” Using eye tracking to examine political Facebook advertising effectiveness –and avoidance
Abstract: Social media political advertising has, in recent years, been the target of a lot of interest and scrutiny from the public, scholars, and even the social media platforms themselves. […]
How multitasking during video content decreases ad effectiveness: The roles of task relevance, video involvement, and visual attention
Abstract: In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 151) watched a 9-minute video documentary segment containing one mid-roll […]
Invisible transparency: Visual attention to disclosures and source recognition in Facebook political advertising
Abstract: In an effort to improve transparency, Facebook changed its disclosures on in-feed native political advertisements in 2018 to include language that identifies who paid for the ad to appear. […]
Look around and learn: Effects of 360-degree video in online news
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 […]