Dr. Bartosz W. Wojdynski
University of Georgia

Friday, September 21, 2018
SMU Umphrey Lee Center
Room 234    12:15-1:15pm

Lunch will be served!
RSVP Today to Dr. Yan Huang: yanhuang@smu.edu



Presentation:


Eye Tracking, Visual Attention, and the Psychology of Media Message Processing

 

The study of how consumers process mediated message has typically related message characteristics to post-exposure outcomes, with much less consideration of what happens during message processing.  Eye tracking offers ways to unobtrusively measure and calculate visual attention measures that can explain how message characteristics, individual differences, and situational factors lead to different persuasive or knowledge outcomes. This talk will describe the strengths, limitations, and numerous applications of eye tracking for examining contemporary problems and building theory in mass communication.

 

Brief Bio:

 

Bartosz W. Wojdynski (Ph.D., University of North Carolina at Chapel Hill) is an Assistant Professor and Director of the Digital Media Attention and Cognition Lab at the University of Georgia. His research measures the influence of digital message design on users’ visual attention and the consequent effects of visual attention on psychological outcomes, with particular emphases in the areas of digital news and advertising. He has authored more than 20 peer-reviewed publications in journals including Journal of Advertising, New Media & Society, Journalism, Journal of Consumer Affairs, and Journal of the American Society for Information Science and Technology.