Eye-Tracking Evidence that Happy Faces Impair Verbal Message Comprehension: The Case of Health Warnings in Direct-to-Consumer Pharmaceutical Television Commercials.
Eye-Tracking Evidence that Happy Faces Impair Verbal Message Comprehension: The Case of Health Warnings in Direct-to-Consumer Pharmaceutical Television Commercials.
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DOI：
10.1080/02650487.2016.1196030
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发表时间：
2017
影响因子：
6.7
通讯作者：
Engel L
中科院分区：
文献类型：
--
作者：
Russell CA;Swasy JL;Russell DW;Engel L
广告中的风险警告或披露信息只有在有足够的认知能力来处理这些信息的情况下，才能有效地纠正消费者的判断。因此，如果伴随着积极的视觉元素，电视广告中的口头警告的理解可能会受到影响。这项研究解决了这种关注的跨模态干扰的情况下，直接面向消费者（DTC）在美国的医药广告，通过实验测试是否积极的面部表情减少消费者的理解的强制性健康警告。DTC广告的样本的内容分析表明，积极的面部表情更普遍的口头警告行为的广告比在其他行为。一项针对专门制作的DTC广告进行的眼动追踪实验表明，快乐的面孔会降低对健康警告的客观理解。DTC广告在健康警告期间改变了人物面部表情的效价。
Risk warning or disclosure information in advertising is only effective in correcting consumers’ judgments if enough cognitive capacity is available to process that information. Hence, comprehension of verbal warnings in TV commercials may suffer if accompanied by positive visual elements. This research addresses this concern about cross-modality interference in the context of direct-to-consumer (DTC) pharmaceutical commercials in the United States by experimentally testing whether positive facial expressions reduce consumers’ understanding of the mandated health warning. A content analysis of a sample of DTC commercials reveals that positive facial expressions are more prevalent during the verbal warning act of the commercials than during the other acts. An eye-tracking experiment conducted with specially produced DTC commercials, which vary the valence of characters’ facial expressions during the health warning, provides evidence that happy faces reduce objective comprehension of the warning.
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DOI：
10.1080/13825580903265681
发表时间：
2010-05
期刊：
Neuropsychology, development, and cognition. Section B, Aging, neuropsychology and cognition
影响因子：
--
作者：
Allard ES;Wadlinger HA;Isaacowitz DM
通讯作者：
Isaacowitz DM
影响因子：
3.4
作者：
ETCOFF, NL;MAGEE, JJ
通讯作者：
MAGEE, JJ
影响因子：
1.7
作者：
Engelhardt, Paul E.;Ferreira, Fernanda;Patsenko, Elena G.
通讯作者：
Patsenko, Elena G.
影响因子：
3.6
作者：
Aikin, Kathryn J.;O'Donoghue, Amie C.;Sullivan, Helen W.
通讯作者：
Sullivan, Helen W.
影响因子：
2.6
作者：
de Gelder, B;Vroomen, J
通讯作者：
Vroomen, J