“I probably just skipped over it:” Using eye tracking to examine political Facebook advertising effectiveness –and avoidance
Paper presented at the 103rd Annual Association for Education in Journalism and Mass Communication (AEJMC) Conference, San Francisco, CA.
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. While there is still some debate as to the overall effectiveness of social media political advertising there is compelling evidence to show that a number of social media users seek to avoid content that is political in nature. The present study sought to shed light on the understanding of how consumers actually view or avoid political advertising on social media by using eye-tracking equipment to map users eye scanpaths as they viewed a constructed social media news feed. It was found that users with high levels of political interest fundamentally view political advertising differently with different scanpaths than those who have low political interest levels.
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 video ad while their visual attention to the screen was recorded. Participants in two-thirds of the conditions also read two online articles on a mobile […]
Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors
Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices.