About this document
Eye Movement in Humor Advertisements by api-394430374 is a document available to read on EtoBox.
1) The study investigated how eye movements differ when viewing humor advertisements versus literal advertisements using an eye tracker. 2) Sixty-seven participants viewed four humor advertisements and four literal advertisements while their eye movements were recorded. 3) Results showed that participants had more fixations and runs on the pictorial information for humor advertisements compared to literal advertisements, indicating they needed to process humor advertisements more.
- Author
- api-394430374
- Language
- EN