Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology

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Selective exposure in the context of political advertising : A behavioral approach using eye-tracking methodology. / Marquart, Franziska; Matthes, Jörg; Rapp, Elisabeth.

I: International Journal of Communication, Bind 10, 2016, s. 2576-2595.

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt

Harvard

Marquart, F, Matthes, J & Rapp, E 2016, 'Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology', International Journal of Communication, bind 10, s. 2576-2595.

APA

Marquart, F., Matthes, J., & Rapp, E. (2016). Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology. International Journal of Communication, 10, 2576-2595.

Vancouver

Marquart F, Matthes J, Rapp E. Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology. International Journal of Communication. 2016;10:2576-2595.

Author

Marquart, Franziska ; Matthes, Jörg ; Rapp, Elisabeth. / Selective exposure in the context of political advertising : A behavioral approach using eye-tracking methodology. I: International Journal of Communication. 2016 ; Bind 10. s. 2576-2595.

Bibtex

@article{92176a9d40c247a8a8f2b8f713d7ae0a,
title = "Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology",
abstract = "Selective exposure refers to the tendency of individuals to attend to information that is in line with their political views. This study advocates a behavioral approach to selective exposure research by introducing eye-tracking as a straightforward measure of selection processes. We tested participants' selective exposure to political poster advertisements from one left-wing and one right-wing party. Individuals were simultaneously exposed to on-screen ads by the two different parties, and their eye movements were unobtrusively recorded. Findings indicate that the political orientation of the participants explained selective exposure in terms of the time taken to look at each ad. Implications for selective exposure research are discussed.",
keywords = "Eye-tracking, Political advertising, Political predispositions, Selective exposure",
author = "Franziska Marquart and J{\"o}rg Matthes and Elisabeth Rapp",
year = "2016",
language = "English",
volume = "10",
pages = "2576--2595",
journal = "International Journal of Communication",
issn = "1932-8036",
publisher = "USC Annenberg School for Communication and Journalism",

}

RIS

TY - JOUR

T1 - Selective exposure in the context of political advertising

T2 - A behavioral approach using eye-tracking methodology

AU - Marquart, Franziska

AU - Matthes, Jörg

AU - Rapp, Elisabeth

PY - 2016

Y1 - 2016

N2 - Selective exposure refers to the tendency of individuals to attend to information that is in line with their political views. This study advocates a behavioral approach to selective exposure research by introducing eye-tracking as a straightforward measure of selection processes. We tested participants' selective exposure to political poster advertisements from one left-wing and one right-wing party. Individuals were simultaneously exposed to on-screen ads by the two different parties, and their eye movements were unobtrusively recorded. Findings indicate that the political orientation of the participants explained selective exposure in terms of the time taken to look at each ad. Implications for selective exposure research are discussed.

AB - Selective exposure refers to the tendency of individuals to attend to information that is in line with their political views. This study advocates a behavioral approach to selective exposure research by introducing eye-tracking as a straightforward measure of selection processes. We tested participants' selective exposure to political poster advertisements from one left-wing and one right-wing party. Individuals were simultaneously exposed to on-screen ads by the two different parties, and their eye movements were unobtrusively recorded. Findings indicate that the political orientation of the participants explained selective exposure in terms of the time taken to look at each ad. Implications for selective exposure research are discussed.

KW - Eye-tracking

KW - Political advertising

KW - Political predispositions

KW - Selective exposure

UR - http://www.scopus.com/inward/record.url?scp=85027824888&partnerID=8YFLogxK

M3 - Journal article

AN - SCOPUS:85027824888

VL - 10

SP - 2576

EP - 2595

JO - International Journal of Communication

JF - International Journal of Communication

SN - 1932-8036

ER -

ID: 255169416