When pictures take away from the message: An examination of young adults’ attention to texting and driving advertisements.

Foglia, Victoria, Roy-Charland, Annie, Leroux, Dominique, Lemieux, Suzanne, Yantzi, Nicole, Skjonsby-McKinnon, Tina, Fiset, Sylvain and Guitard, Dominic 2020. When pictures take away from the message: An examination of young adults’ attention to texting and driving advertisements. Canadian Journal of Experimental Psychology 74 (2) , pp. 131-143. 10.1037/cep0000190

Full text not available from this repository.

Abstract

This study examined eye-movement patterns of young adults, while they were viewing texting and driving prevention advertisements, to determine which format attracts the most attention. As young adults are the most at risk for this public health issue, understanding which format is most successful at maintaining young adults’ attention is especially important. Participants viewed nondriving, general distracted driving, and texting and driving advertisements. Each of these advertisement types were edited to contain text-only, image-only, and text and image content. Participants were told that they had unlimited time to view each advertisement, while their eye-movements were recorded throughout. Participants spent more time viewing the texting and driving advertisements than other types when they comprised text only. When examining differences in attention to the text and image portions of the advertisements, participants spent more time viewing the images than the text for the nondriving and general distracted driving advertisements. However, for texting and driving-specific advertisements the text-only format resulted in the most attention toward the advertisements. These results indicate that in attracting young adults’ attention to texting and driving public health advertisements, the most successful format would be text-based.

Item Type:	Article
Status:	Published
Schools:	Psychology
Publisher:	American Psychological Association
ISSN:	1196-1961
Last Modified:	25 Nov 2022 11:30
URI:	https://orca.cardiff.ac.uk/id/eprint/153404

Actions (repository staff only)

Edit Item