Biology subjects

Bente, G.

Publications and source records attributed to Bente, G..

4 recordsLinked to original sources

bioRxiv2024

Attention and Retention Effects of Culturally Targeted Billboard Messages: An Eye-Tracking Study Using Immersive Virtual Reality

Targeting, the creation of a match between message content and receiver characteristics, is a key strategy in communication message design. Cultural targeting, or adapting message characteristics to be congruent with a groups cultural knowledge, appearance, or beliefs of recipients, is used in practice and is a potentially effective strategy to boost the relevance of a message, affecting attention to messages and enhancing effects. However, many open questions remain regarding the mechanisms and consequences of targeting. This is partly due to methodological challenges in experimentally manipulating messages that match cultural recipient characteristics while simultaneously measuring effects and balancing experimental control and realism. Here, we used a novel VR-based paradigm in which participants drove along a virtual highway flanked by billboards with varying message designs. Specifically, we manipulated the message design to either match or mismatch peoples cultures of origin. We used unobtrusive eye tracking to assess participants attention (i.e., for how long and how often they look at matched vs. unmatched billboards). Results show a tendency of the participants to inspect culturally matched billboards more often and for longer. We further found that matched billboards produce better recall, indicating more efficient encoding and storage of the messages. Our results underscore the effectiveness of cultural targeting and demonstrate how researchers can rigorously manipulate relevant message factors using virtual environments. We discuss the implications of these findings regarding theories of cultural targeting and methodological perspectives for the objective measurement of exposure factors through eye tracking.

animal behavior and cognition↗

bioRxiv2024

Eyes on VR: Unpacking the Causal Chain Between Exposure, Reception, and Retention for Emotional Billboard Messages

The causal chain from message exposure to reception to effects is widely accepted as the basic explanatory model for communication outcomes. Problematically, the chains links are often studied in isolation, leaving measurement gaps that compromise the ecological validity and practical utility of experimental research. Here we introduce a VR-based paradigm that encompasses a realistic message reception context, i.e., a simulated car ride on a highway flanked by billboards. We varied attentional message factors (emotional content) as well as contextual task distractions (trash-counting). VR-integrated eye trackers were used to capture participants incidental message exposure dependent on their actual gaze behavior. Consistent with our predictions, results show that 1. exposure gates all subsequent effects; 2. distraction impacts likelihood of exposure; 3. both the manipulation of emotional content and distraction affect retention. This comprehensive analysis of the exposure-reception-retention chain can be broadly applied to a variety of message reception contexts that will be discussed.

animal behavior and cognition↗

bioRxiv2024

The eyes have it: Inter-subject correlations of pupillary responses for audience response measurement in VR

The eye is the vanguard of the reception process, constituting the point where visual information arrives and is transformed into neural signals. While we view dynamic media contents, a fine-tuned interplay of mechanisms causes our pupils to dilate and constrict over time - and putatively similarly across audience members exposed to the same messages. Research that once pioneered pupillometry did actually use dynamic media as stimuli, but this trend then stalled, and pupillometry remained underdeveloped in the study of naturalistic media stimuli. Here, we introduce a VR-based approach to capture audience members pupillary responses during media consumption and suggest an innovative analytic framework. Specifically, we expose audiences to a set of 30 different video messages and compute the cross-receiver similarity of pupillometric responses. Based on this data, we identify the specific video an individual is watching. Our results show that this pupil-pulse-tracking enables highly accurate decoding of video identity. Moreover, we demonstrate that the decoding is relatively robust to manipulations of video size and distractor presence. Finally, we examine the relationship between pupillary responses and subsequent memory. Theoretical implications for objectively quantifying exposure and states of audience engagement are discussed. Practically, we anticipate that this pupillary audience response measurement approach could find application in media measurement across contexts, ranging from traditional screen-based media (commercials, movies) to social media (e.g., TikTok and YouTube), and to next-generation virtual media environments (e.g., Metaverse, gaming).

physiology↗

bioRxiv2023

The VR Billboard Paradigm: Using VR and Eye-tracking to Examine the Exposure-Reception-Retention Link in Realistic Communication Environments

Exposure is the cornerstone of media and message effects research. If a health, political, or commercial message is not noticed, no effects can ensue. Yet, existing research in communication, advertising, and related disciplines often fails to measure exposure and demonstrate the causal link between quantified exposure to outcomes because actual exposure (i.e., whether recipients were not only exposed to messages but also took notice of them) is difficult to capture. Here, we harness Virtual Reality (VR) technology integrated with eye tracking to overcome this challenge. While eye-tracking technology alone can capture whether people attend to messages in their communication environment, most eye-tracking research is bound by laboratory-based screen-reading paradigms that are not representative of the broader communication environments in which messages are encountered. Emerging eye-tracking field research suffers from an inability to control and experimentally manipulate key variables. Our solution is to measure eye-tracking within an immersive environment in VR that resembles a realistic message reception context. Specifically, we simulate driving down a highway alongside which billboards are placed and use VR-integrated eye-tracking to measure whether the drivers look at individual billboard messages. This allows us to rigorously quantify the nexus between exposure and reception, and to link our measures to subsequent memory, i.e., whether messages were remembered, forgotten, or not even encoded. We further demonstrate that manipulating drivers attention directly impacts gaze behavior and memory. We discuss the large potential of this paradigm to quantify exposure and message reception in realistic communication environments and the equally promising applications in new media contexts (e.g., the Metaverse).

animal behavior and cognition↗