Eye-Tracker Study of Influence of Affective Disruptive Content on User's Visual Attention and Emotional State

A Pilot Study Testing A New Visual Stimuli Database for Probing Men's Gender Role Conflict: GRASP (Gender Role Affective Stimuli Pool)

Gender Role Conflict (GRC) yields intensive psychological discomfort due to restrictive gender roles. However, there is no visual stimuli database portraying GRC contexts/domains. The goal of this pilot study is to assemble stimuli (a) reflecting GRC contexts and (b) rate them on emotional dimensions (valence, arousal, uneasiness), for norming purposes. Initially, 53 photos were included from the Nencki Affective Picture System and the internet. Based on the four GRC domain definitions, we divided the photos into four categories. Straight and gay men (n = 22) rated each photo on (i) the extent to which it depicted a GRC domain, (ii) the three emotional dimensions. Photos rated above scale midpoint as depicting a GRC domain were classified accordingly and comprised the "Gender Role Affective Stimuli Pool" (GRASP) with 31 photos. Straight participants rated Restricted Emotionality (RE) and Restrictive Affectionate Behavior Between Men (RABBM) photos as less pleasant (low valence) than gay men. High GRC participants rated RE photos as more pleasant and arousing and RABBM ones as more uneasiness-inducing than low GRC participants. Men seem to differentiate their affective reaction to photos illustrating GRC domains; hence, GRASP may be useful to future experimental research examining cognitive and affective consequences of men's adherence to gender roles.

The (In)effectiveness of Attention Guidance Methods for Enhancing Brand Memory in 360° Video

Sensing and remembering features in visual scenes are conditioned by visual attention and methods to guide it. This should be relevant in terms of product placement, which has become an important part of incorporating brands into different mass media formats with a commercial purpose. The approach can be challenging in 360° video, where an omnidirectional view enables consumers to choose different viewing perspectives, which may result in overlooking the brands. Accordingly, attention guidance methods should be applied. This study is the first to explore diegetic guidance methods as the only appropriate guiding method for an unobtrusive and unconscious nature of product placement. To test the effectiveness of three different diegetic guiding methods, a between-subject design was employed, where the participants were assigned randomly to one of four videos with the same scene but different guiding methods. The findings show and explain the discrepancy with studies on guiding attention in other contexts, as there were no significant differences between the guiding cues according to brand recall and brand recognition. The results also indicate a significant influence of brand familiarity on brand recall in 360° video. The article concludes by providing limitations, future research directions, and recommendations for audiovisual policy.