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Eye Movements When Viewing Matched and Mismatched Testimonial Images
Researchers have been puzzled with whether or not to tailor pictorial images to participants in their health communication materials. To address this question, we ran a pilot study asking each smoker to read 3 testimonials of people who successfully quit smoking. Each testimonial was paired with either a generic health communications picture, a picture matched to the participant's age, race, and gender, and a picture mismatched to the participant's age, race, and gender. Results and implications will be discussed. Ideas for developing subsequent studies are welcome.
2008-04-11 00:00
2008-04-11 12:00
2008-04-11 13:30
36:30
Hannah Faye C. Chua, PhD
Hannah Faye Chua is a psychologist working at the Center for Health Communications Research. Her research interests include a) examining the mechanisms and efficacy of health communication tools, b) investigating the interaction of emotions and decision making, and c) identifying and understanding cross-cultural differences in cognition, using a combination of different techniques: behavioral, neuroimaging, & eyetracking techniques.
7C09 North Ingalls
http://wocket.chcr.med.umich.edu/chcr/seminars/2008-04-11-chua.htm
2008-04-11-chua-materials.ppt
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Upcoming Seminar - December 17th: Laurel Northouse
