Selective Attention and Selective Avoidance in the Context of Political Advertising: A Behavioral Approach Using Eye-Tracking Methodology

• In Event: Multitasking and Selective Attention

Abstract

Selective exposure refers to the tendency of individuals to select, read, or process information that is in line with their political views. This study advocates a behavioral approach to selective exposure research by introducing eye-tracking methodology as a straight-forward measure of attentional processes. We tested participants’ selective attention to and selective avoidance of political poster advertisements from one left-wing and one right-wing party. Like in real-world campaigns, participants were exposed to a screen with two different poster ads and their eye-movements were unobtrusively recorded. Findings indicate that the political orientation of the participants partially explained selective attention but not selective avoidance. Implications for selective exposure research are discussed.

Authors

• Franziska Marquart, U of Vienna

• Jorg Matthes, U of Vienna

• Elisabeth Rapp, U of Vienna