scholarly journals The eyes have it: Using eye tracking to inform information processing strategies in multi-attributes choices

2017 ◽  
Vol 27 (4) ◽  
pp. 709-721 ◽  
Author(s):  
Mandy Ryan ◽  
Nicolas Krucien ◽  
Frouke Hermens
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Processing Strategies

scholarly journals What People Look at in Multimodal Online Dating Profiles: How Pictorial and Textual Cues Affect Impression Formation

2021 ◽  
pp. 009365022199531
Author(s):  
Tess van der Zanden ◽  
Maria B. J. Mos ◽  
Alexander P. Schouten ◽  
Emiel J. Krahmer
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Impression Formation ◽  
Online Dating ◽  
Information Processing Model ◽  
Secondary Role ◽  
Multimodal Information ◽  
Different Dimensions ◽  
Multimodal Information Processing ◽  
Textual Cues

This study investigates how online dating profiles, consisting of both pictures and texts, are visually processed, and how both components affect impression formation. The attractiveness of the profile picture was varied systematically, and texts either included language errors or not. By collecting eye tracking and perception data, we investigated whether picture attractiveness determines attention to the profile text and if the text plays a secondary role. Eye tracking results revealed that pictures are more likely to attract initial attention and that more attractive pictures receive more attention. Texts received attention regardless of the picture’s attractiveness. Moreover, perception data showed that both the pictorial and textual cues affect impression formation, but that they affect different dimensions of perceived attraction differently. Based on our results, a new multimodal information processing model is proposed, which suggests that pictures and texts are processed independently and lead to separate assessments of cue attractiveness before impression formation.

scholarly journals Effects of age on memory for pragmatic implications in advertising

2021 ◽  
Vol 15 ◽  
pp. 183449092110004
Author(s):  
Jing Yu ◽  
Xue-Rui Peng ◽  
Ming Yan
Keyword(s):  
Older Adults ◽  
Eye Tracking ◽  
Cognitive Processes ◽  
Time Processing ◽  
Movement Data ◽  
Processing Strategies ◽  
Health Related ◽  
Advertising Content ◽  
Inferential Processing ◽  
Tracking Technology

People employ automatic inferential processing when confronting pragmatically implied claims in advertising. However, whether comprehension and memorization of pragmatic implications differ between young and older adults is unclear. In the present study, we used eye-tracking technology to investigate online cognitive processes during reading of misleading advertisements. We found an interaction between age and advertising content, manifested as our older participants generated higher misleading rates in health-related than in health-irrelevant products, whereas this content-bias did not appear in their younger counterparts. Eye movement data further showed that the older adults spent more time processing critical claims for the health-related products than for the health-irrelevant products. Moreover, the correlations between fixation duration on pragmatic implications and misleading rates showed opposite trends in the two groups. The eye-tracking evidence novelly suggests that young and older adults may adopt different information processing strategies to comprehend pragmatic implications in advertising: More reading possibly enhances young adults’ gist memory whereas it facilitates older adults’ verbatim memory instead.

Influence of cognitive style on information processing and selection of yogurt labels: Insights from an eye-tracking study

2015 ◽  
Vol 74 ◽  
pp. 1-9 ◽  
Author(s):  
Franco Mawad ◽  
Marcela Trías ◽  
Ana Giménez ◽  
Alejandro Maiche ◽  
Gastón Ares
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Cognitive Style ◽  
Selection Of

Information Processing Differences in Active Versus Passive Person Perceivers

2011 ◽  
Vol 3 (2) ◽  
pp. 208-215
Author(s):  
Ashley S. Waggoner ◽  
Eliot R. Smith
Keyword(s):  
Information Processing ◽  
Reading Time ◽  
Positive Relationship ◽  
Amount Of Information ◽  
Processing Strategies ◽  
Time Patterns ◽  
Early Information ◽  
Processing Differences ◽  
Passive Person

Previous work has shown that compared to passive perceivers who view preselected information about target persons, active perceivers are less confident in their impressions, do not show increased confidence with increased amounts of information, and like targets less. The authors now explain these findings, postulating that perceivers without control over the amount of information they receive should be motivated to form impressions earlier, altering their information-processing strategies. Study 1 predicted and found that content-only active perceivers who control the content, but not the amount, of information show the same positive relationship between confidence and amount of information as passive perceivers, as well as the same reading-time patterns and level of liking. Study 2 used clearly valenced target stimuli and found support for the hypothesis that passive perceivers form more extreme early impressions, leading to greater liking when early information is positive but less liking when it is negative.

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