How do social media users process cancer prevention messages on Facebook? An eye-tracking study
| Autor: | Wen Ying Sylvia Chou, Neha Trivedi, Anna Gaysynsky, Emily B. Peterson, Emily K. Vraga, Mindy Krakow |
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| Rok vydání: | 2020 |
| Předmět: |
Message format
media_common.quotation_subject Internet privacy Affect (psychology) 03 medical and health sciences 0302 clinical medicine Neoplasms Humans Quality (business) Narrative Social media 030212 general & internal medicine Misinformation Eye-Tracking Technology Health communication media_common Narration business.industry 030503 health policy & services General Medicine Health Communication Eye tracking 0305 other medical science Psychology business Social Media |
| Zdroj: | Patient Education and Counseling. 103:1161-1167 |
| ISSN: | 0738-3991 |
| DOI: | 10.1016/j.pec.2020.01.013 |
| Popis: | Objective The quality of cancer-related information on social media (SM) is mixed, and exposure to inaccurate information may negatively affect knowledge, attitudes, and behaviors. This study examines SM users’ attention to simulated Facebook posts related to cancer and identifies message features associated with increased attention. Methods SM users (N = 53) participated in a mixed methods experimental study using eye-tracking technology, whereby participants’ dwell time on message components was measured. Stimuli conditions included message format (narrative/non-narrative), information veracity, source (organization/individual), and cancer topic (HPV vaccine and sunscreen safety). Results Pixel-size adjusted analyses revealed that average dwell time was longer on posts attributed to individuals and on narrative-based posts. The source of the message received nearly the same amount of dwell time as the text. Dwell time on other message components did not significantly differ by condition. Conclusion This study found that the source of a message attracted substantial attention, whereas other features were not associated with attention. The study illustrates how communication research can help us understand the processing of ubiquitous cancer-related messages on SM. Practical Implications Health communication practitioners should consider message features that garner attention when developing efforts to facilitate the exchange of evidence-based information and to mitigate the harms of misinformation. |
| Databáze: | OpenAIRE |
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