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. 2020 Jun;74(2):131-143.
doi: 10.1037/cep0000190. Epub 2019 Oct 14.

When pictures take away from the message: An examination of young adults' attention to texting and driving advertisements

Victoria Foglia  1 , Annie Roy-Charland  2 , Dominique Leroux  3 , Suzanne Lemieux  4 , Nicole Yantzi  5 , Tina Skjonsby-McKinnon  4 , Sylvain Fiset  2 , Dominic Guitard  2
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When pictures take away from the message: An examination of young adults' attention to texting and driving advertisements

Victoria Foglia et al. Can J Exp Psychol. 2020 Jun.

Abstract

This study examined eye-movement patterns of young adults, while they were viewing texting and driving prevention advertisements, to determine which format attracts the most attention. As young adults are the most at risk for this public health issue, understanding which format is most successful at maintaining young adults' attention is especially important. Participants viewed nondriving, general distracted driving, and texting and driving advertisements. Each of these advertisement types were edited to contain text-only, image-only, and text and image content. Participants were told that they had unlimited time to view each advertisement, while their eye-movements were recorded throughout. Participants spent more time viewing the texting and driving advertisements than other types when they comprised text only. When examining differences in attention to the text and image portions of the advertisements, participants spent more time viewing the images than the text for the nondriving and general distracted driving advertisements. However, for texting and driving-specific advertisements the text-only format resulted in the most attention toward the advertisements. These results indicate that in attracting young adults' attention to texting and driving public health advertisements, the most successful format would be text-based. (PsycInfo Database Record (c) 2020 APA, all rights reserved).

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