Attentional orienting to biologically fear-relevant stimuli: data from eye tracking

Snakes are thought as fear-relevant stimuli (biologically prepared to be associated with fear) which can lead to an enhanced attentional capture when compared fear-irrelevant stimuli. Inherent limitations related to the key-press behaviour might be bypassed with the measurement of eye movements, since they are more closely related to attentional processes than reaction times. An eye tracking technique was combined with the flicker paradigm in two studies. A sample of university students was gathered. In both studies, an instruction to detect changes between the pair of scenes was given. Attentional orienting for the changing element in the scene was analyzed, as well the role of fear of snakes as a moderator variable. The results for both studies revealed a significant shorter time to first fixation for snake stimuli when compared to control stimuli. A facilitating effect of fear of snakes was also found for snakes, presenting the highly fear participants a shorter a time to first fixation for snake stimuli when compared to low-feared participants. The results are in line with current research that supports the advantage of snakes to grab attention due their evo-biological significance.

Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising

The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention on website’s advertising areas through an eye tracker system. The results revealed significant statistical differences between fixations to negative, positive words and neutral words. Significant differences between the number of fixations and recognition of the target words were found only for the negative valence words. We conclude that negative emotional words could play a major role on user attention to advertising.