Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology.
Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology.
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DOI：
10.3389/fpubh.2021.653584
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发表时间：
2021
影响因子：
5.2
通讯作者：
Blanc N
中科院分区：
文献类型：
--
作者：
Brigaud E;Lafont A;Blanc N
在过去的十年中，幽默在科学研究中变得越来越受欢迎，提供了越来越多的数据来确定幽默是预防健康信息中一种有前途的沟通策略。为了避免过去研究中陈述性反应的局限性，眼动仪技术提供了评估和分析幽默对视觉注意的影响的可能性。在这份简短的报告中，我们首先尝试通过记录参与者接触幽默和非幽默的烟草和酒精消费印刷健康广告时的眼球运动来扩展先前研究的结果。第二个目的是专门测试视觉注意法国妇女致力于幽默的烟草预防广告，最近的研究结果令人担忧，敦促找到一种方法来改善烟草预防运动。基于三个互补的眼动跟踪测量（即，总停留时间，注视计数和重访），结果表明，幽默的健康信息扫描时间更长，更频繁，更经常地重访相比，非幽默的。此外，幽默似乎减少了吸烟者对预防烟草信息的回避。视觉探索的不同模式证实了幽默是一个很好的策略，即使是参与健康主题的人也能抓住注意力。总之，本文主张在眼动证据分析的基础上，将轻松引入一个非常严肃的主题--健康传播。
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.
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作者：
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通讯作者：
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