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Eye-tracking evidence shows that non-fit messaging impacts attention, attitudes and choice.

Publication ,  Journal Article
Fridman, I; Ubel, PA; Higgins, ET
Published in: PloS one
January 2018

When patients have strong initial attitudes about a medical intervention, they might not be open to learning new information when choosing whether or not to receive the intervention. We aim to show that non-fit messaging (messages framed in a manner that is incongruent with recipients' motivational orientation) can increase attention to the message content, thereby de-intensifying an initial attitude bias and reducing the influence of this bias on choice. In this study, 196 students received information about the pros and cons of a vaccine, framed in either a fit or non-fit manner with their motivational orientation. The results show that when information was presented in a non-fit (vs. fit) manner, the strength of participants' initial attitude was reduced. An eye-tracking procedure indicated that participants read information more thoroughly (measured by the average length of fixation time while reading) in the non-fit condition versus fit condition. This average time of fixation mediated the effect of message framing on the strength of people's attitudes. A reduction in attitude was associated with participants' ability to recall the given information correctly and make a choice consistent with the provided information. Non-fit messaging increases individuals' willingness to process information when individuals' pre-existing attitude biases might otherwise cause them to make uninformed decisions.

Duke Scholars

Published In

PloS one

DOI

EISSN

1932-6203

ISSN

1932-6203

Publication Date

January 2018

Volume

13

Issue

10

Start / End Page

e0205993

Related Subject Headings

  • Vaccines
  • Self Report
  • Risk Factors
  • Motivation
  • Humans
  • General Science & Technology
  • Fixation, Ocular
  • Eye Movements
  • Decision Making
  • Choice Behavior
 

Citation

APA
Chicago
ICMJE
MLA
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Fridman, I., Ubel, P. A., & Higgins, E. T. (2018). Eye-tracking evidence shows that non-fit messaging impacts attention, attitudes and choice. PloS One, 13(10), e0205993. https://doi.org/10.1371/journal.pone.0205993
Fridman, Ilona, Peter A. Ubel, and E Tory Higgins. “Eye-tracking evidence shows that non-fit messaging impacts attention, attitudes and choice.PloS One 13, no. 10 (January 2018): e0205993. https://doi.org/10.1371/journal.pone.0205993.
Fridman I, Ubel PA, Higgins ET. Eye-tracking evidence shows that non-fit messaging impacts attention, attitudes and choice. PloS one. 2018 Jan;13(10):e0205993.
Fridman, Ilona, et al. “Eye-tracking evidence shows that non-fit messaging impacts attention, attitudes and choice.PloS One, vol. 13, no. 10, Jan. 2018, p. e0205993. Epmc, doi:10.1371/journal.pone.0205993.
Fridman I, Ubel PA, Higgins ET. Eye-tracking evidence shows that non-fit messaging impacts attention, attitudes and choice. PloS one. 2018 Jan;13(10):e0205993.

Published In

PloS one

DOI

EISSN

1932-6203

ISSN

1932-6203

Publication Date

January 2018

Volume

13

Issue

10

Start / End Page

e0205993

Related Subject Headings

  • Vaccines
  • Self Report
  • Risk Factors
  • Motivation
  • Humans
  • General Science & Technology
  • Fixation, Ocular
  • Eye Movements
  • Decision Making
  • Choice Behavior