Exploring the Effects of Visuals in HPV Prevention Campaigns: An Eye-Tracking Study

초록

Incorporating visuals into health messages is often recognized as an effective way to increase their reach in health campaigns (King, Jensen, Davis, & Carcioppolo, 2014); however, more scholarly efforts are needed to inform strategy for using visuals and to understand the consumption of visual messages in health promotion materials. Guided by the extended parallel process model (EPPM; Witte, 1992), this study explores the role of visual attention as an indicator of individuals’ behavioral intentions in an eye-tracking experiment. Theoretical and practical implications of the findings are discussed.

키워드