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Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology
- Source :
- Frontiers in Public Health, Frontiers in Public Health, Frontiers Media S.A., 2021, 9, ⟨10.3389/fpubh.2021.653584⟩, Frontiers in Public Health, Vol 9 (2021)
- Publication Year :
- 2021
- Publisher :
- Frontiers Media SA, 2021.
-
Abstract
- International audience; In the past decade, humor in scientific research has become more and more popular providing an increase of data identifying the context in which humor is a promising communication strategy in preventive health messages. To avoid the limits of declarative responses usually recorded in past studies, eye tracker technology offers the possibility to assess and dissect the effects of humor on visual attention. In this brief report, we first attempt to extend the results of previous studies by recording eye movements while participants were exposed to humorous and nonhumorous print health ads dealing with tobacco and alcohol consumption. A secondary purpose is specifically to test the visual attention French women devoted to humorous tobacco preventive ads, the worrying results of recent studies urging to find a way to improve tobacco preventive campaigns. Based on three complementary eye-tracking measures (i.e., total dwell time, fixation count, and revisits), the results showed that humorous health messages were scanned longer and more frequently and revisited more often compared to nonhumorous ones. In addition, humor appeared to reduce smokers' avoidance of preventive tobacco messages. The different pattern of visual exploration confirms that humor is a good strategy to grab attention even of individuals who are involved in the health topic addressed. In short, this paper argues for introducing lightness into a very serious subject, health communication, based on the analysis of eye movement evidence.
- Subjects :
- Technology
Alcohol Drinking
Eye Movements
genetic structures
Applied psychology
eye-tracking technology
050801 communication & media studies
Context (language use)
Tobacco Use
03 medical and health sciences
0508 media and communications
0302 clinical medicine
Humans
health communication
Visual attention
030212 general & internal medicine
Health communication
preventive messages
humor
05 social sciences
Public Health, Environmental and Occupational Health
Preventive health
Eye movement
Brief Research Report
eye diseases
Test (assessment)
visual attention
[SCCO.PSYC]Cognitive science/Psychology
Fixation (visual)
Eye tracking
Female
Public Health
sense organs
Public aspects of medicine
RA1-1270
Psychology
Subjects
Details
- ISSN :
- 22962565
- Volume :
- 9
- Database :
- OpenAIRE
- Journal :
- Frontiers in Public Health
- Accession number :
- edsair.doi.dedup.....e9dbc440f261f3872d95001ed07da70d