Eye-catching?! Using eye tracking to examine the effect of health literacy on the attention-recall relationship

C. Meppelink, N. Bol

Research output: Contribution to conferencePaperScientificpeer-review

Abstract

The aim of this paper is to investigate how health literacy influences attention to text and illustrations in online health information, and whether such attention is related to recall of information. Sixty-one participants were exposed to either text-only or text-illustrated information. Using eye tracking, we recorded attention patterns on a health webpage after which recall of information was assessed. Results showed that health literacy influenced the attention-recall relationship. For people with limited health literacy, attention to the illustrations was positively related to recall, and attention to the text improved recall of information in the adequate health literate group. Our findings indicate that illustrations play a key role in improving information processing among people with limited health literacy, whereas text is important for people with adequate health literacy. Effective health communication therefore includes both effective text and illustrations that attract attention and improve understanding of the health message.
Original languageEnglish
Publication statusPublished - 2015
Externally publishedYes
EventAnnual Conference of the International Communication Association 2015 - San Juan, Puerto Rico
Duration: 21 May 201525 May 2015
Conference number: 65

Conference

ConferenceAnnual Conference of the International Communication Association 2015
Abbreviated titleICA 2015
CountryPuerto Rico
CitySan Juan
Period21/05/1525/05/15

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