Using Eye-tracking to Examine How Emotional Valence and Arousal Influence Attention in Different Stages

• Main Authors: Liu, Mei-Tso, 劉美佐
• Other Authors: Tao, Chen-Chao
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2dxth8

碩士 === 國立交通大學 === 傳播研究所 === 107 === Emotional content is widely used in communication messages to attract attention, such as humorous appeals, fear appeals, emotional appeals, etc.. So understanding how emotional stimuli attract attention helps us improve the design of emotional content and make information dissemination more efficient. Many researches have focused on the impact of emotion on attention. However, some studies in the past have focused on the effects of differences in individual emotional states, but in the field of communication we are concerned with the general effects of emotional stimuli on audiences. Some studies have focused on emotional stimuli itself. However they only examined the effect of emotional valence but not arousal. In addition, the paradigm used to study attention cannot distinguish between the effects in different attentional stages. The focus of this study is on the effects of emotional valence and arousal on different attentional stages. Therefore, this study uses four kinds of emotional pictures, including negative high arousal, negative low arousal, positive high arousal and positive low arousal pictures present simultaneously, and uses eye tracking technology to measure the allocation of attention in different stages, including initial orienting, early engagement, late engagement, disengagement and overall attention allocation, and examine how emotion affect encoding process with recognition test. The eye movement results show that the initial orienting of attention is biased to negative pictures, the early engagement of attention is biased to high arousal pictures, and in the late engagement and overall attentional stages, people spend more time on negative high arousal pictures. Negative high arousal will also cause difficulty of attentional disengagement. The recognition test results found that negative pictures have better probability of hit.