762
Views
7
CrossRef citations to date
0
Altmetric
Articles

Influences of Identified Victim Images on Processing Fluency

Pages 249-273 | Received 17 May 2017, Accepted 06 Aug 2018, Published online: 15 Oct 2018
 

ABSTRACT

The aim of this study was to explore whether identifiable victim and processing fluency effects would be confirmed in the context of a charity ad encouraging viewers to help a victim in need. The processing fluency was examined by both objective fluency data captured by eye movement and subjective experiences of processing fluency. An eye-tracking experiment (N = 197) found a message that was easy to process required little time to process. A one-way multivariate analysis of variance revealed that participants in the identified victim condition experienced a greater fluency. A victim’s sad face versus happy face caused viewers’ emotional contagion into the victim’s negative emotional state, and this negative affect guided information processing. The objective fluency was found to mediate the effect of viewers’ negative affect on their sympathetic state, which in turn led to a greater willingness to help the victim in need.

Disclosure statement

No potential conflict of interest was reported by the author.

Log in via your institution

Log in to Taylor & Francis Online

PDF download + Online access

  • 48 hours access to article PDF & online version
  • Article PDF can be downloaded
  • Article PDF can be printed
USD 53.00 Add to cart

Issue Purchase

  • 30 days online access to complete issue
  • Article PDFs can be downloaded
  • Article PDFs can be printed
USD 688.00 Add to cart

* Local tax will be added as applicable

Related Research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.