Examining the exposure-reception-retention link in realistic communication environments via VR and eye-tracking: The VR billboard paradigm.

ABSTRACT: Exposure is key to message effects. No effects can ensue if a health, political, or commercial message is not noticed. Yet, existing research in communication, advertising, and related disciplines often measures 'opportunities for exposure' at an aggregate level, whereas knowing whether recipients were 'actually exposed' to a message requires a micro-level approach. Micro-level research, on the other hand, focuses on message processing and retention, takes place under highly controlled laboratory conditions with forced message exposure, and largely ignores how recipients attend selectively to messages under more natural conditions. Eye-tracking enables us to assess actual exposure, but its previous applications were restricted to screen-based reading paradigms lacking ecological validity o

SUBMITTER: Schmalzle R 

PROVIDER: S-EPMC10688884 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature