Avoiding the other side? An eye-tracking study of selective exposure and selective avoidance effects in response to political advertising
Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
Standard
Avoiding the other side? An eye-tracking study of selective exposure and selective avoidance effects in response to political advertising. / Schmuck, Desirée; Tribastone, Miriam; Matthes, Jörg; Marquart, Franziska; Bergel, Eva Maria.
I: Journal of Media Psychology, Bind 32, Nr. 3, 07.2020, s. 158-164.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
Harvard
APA
Vancouver
Author
Bibtex
}
RIS
TY - JOUR
T1 - Avoiding the other side? An eye-tracking study of selective exposure and selective avoidance effects in response to political advertising
AU - Schmuck, Desirée
AU - Tribastone, Miriam
AU - Matthes, Jörg
AU - Marquart, Franziska
AU - Bergel, Eva Maria
PY - 2020/7
Y1 - 2020/7
N2 - Partisan selective exposure, the phenomenon of selectively attending to information that is in line with one's political views, has received extensive research attention. Researchers have thus far largely neglected, however, to examine the tendency to avoid attitudediscrepant information, that is, selective avoidance. Selective avoidance can be considered a different phenomenon that is not necessarily implied by, nor only occurs simultaneously with, selective exposure. This study investigates these two separate phenomena, for the first time, using eye-tracking methodology. We exposed participants to political ads by liberal and conservative parties placed next to neutral political ads and tracked eye movements unobtrusively. Findings showed that individuals paid more visual attention to political ads that were consistent with their partisan ideology. Additionally, we found that individuals tended to avoid political ads that were inconsistent with their partisan ideology, which provides some evidence for selective avoidance processes. Theoretical and practical implications of these findings are discussed.
AB - Partisan selective exposure, the phenomenon of selectively attending to information that is in line with one's political views, has received extensive research attention. Researchers have thus far largely neglected, however, to examine the tendency to avoid attitudediscrepant information, that is, selective avoidance. Selective avoidance can be considered a different phenomenon that is not necessarily implied by, nor only occurs simultaneously with, selective exposure. This study investigates these two separate phenomena, for the first time, using eye-tracking methodology. We exposed participants to political ads by liberal and conservative parties placed next to neutral political ads and tracked eye movements unobtrusively. Findings showed that individuals paid more visual attention to political ads that were consistent with their partisan ideology. Additionally, we found that individuals tended to avoid political ads that were inconsistent with their partisan ideology, which provides some evidence for selective avoidance processes. Theoretical and practical implications of these findings are discussed.
KW - Eye-tracking
KW - Partisan ideology
KW - Political advertising
KW - Selective avoidance
KW - Selective exposure
UR - http://www.scopus.com/inward/record.url?scp=85076590053&partnerID=8YFLogxK
U2 - 10.1027/1864-1105/a000265
DO - 10.1027/1864-1105/a000265
M3 - Journal article
AN - SCOPUS:85076590053
VL - 32
SP - 158
EP - 164
JO - Journal of Media Psychology
JF - Journal of Media Psychology
SN - 1864-1105
IS - 3
ER -
ID: 255169001