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3. Visual Attention to Antismoking PSAs: Smoking Cues versus Other Attention-Grabbing Features

Author

Sanders-Jackson, Ashley N., Cappella, Joseph N., and Linebarger, Deborah L.

Abstract

This study examines how addicted smokers attend visually to smoking-related public service announcements (PSAs) in adults smokers. Smokers' onscreen visual fixation is an indicator of cognitive resources allocated to visual attention. Characteristic of individuals with addictive tendencies, smokers are expected to be appetitively activated by images of their addiction--specifically smoking cues. At the same time, these cues are embedded in messages that associate avoidance responses with these appetitive cues, potentially inducing avoidance of PSA processing. Findings suggest that segments of PSAs that contain smoking cues are processed similarly to segments that contain complex stimuli (operationalized in this case as high in information introduced) and that visual attention is aligned with smoking cues on the screen.

Published
2011
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7. Addiction and Eyes on Screen: How Smokers Process Smoking-Related PSAs.

Author

Sanders-Jackson, Ashley N., Cappella, Joseph, Linebarger, Deborah, Taylor-Piotrowski, Jessica, O'Keeffe, Moira, Strasser, Andrew, and Lerman, Caryn

Subjects
SMOKING, CIGARETTE smokers, PUBLIC service advertising, TOBACCO use, SUBSTANCE abuse
Abstract

The purpose of this study is to understand how addicted smokers process smoking-related PSAs by looking at fixation duration of eyes on screen, which may suggest resources allocated to visual attention. Smokers (like all addicts) are appetatively activated by images of their addicted substance (in this case smoking and cigarettes). However, with complex stimuli, like PSAs, it is possible that smoking cues will elicit avoidance responses in accordance with the fear appeal literature or that they will elicit overload. Smoking cues in PSAs should be processed similarly to complex stimuli (operationalized in this case as high in Information Introduced (I-squared)) due to the emotional nature of these cues which should call forth significant resources for processing. It is also likely that individual difference variables in addiction to tobacco and sensation seeking will moderate effects. This is research is funded by the National Cancer Institute's Effects of Public Information in Cancer (EPIC) Center of Excellence in Cancer Communication Research, reference number 5P50CA095856-05. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]

Published
2008

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