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<p>This study sought to understand differences in the visual attention of voters with different party predispositions. We collected the political ads of the two major parties – the Chinese Nationalist Party (KMT) and the Democratic Progressive Party (DPP) – for councilors in Taipei City and Kaohsiung City in the November 2022 local elections in Taiwan and recruited 82 participants (Taipei 40, Kaohsiung 42) for eye-tracking experiments 15 to 75&#xa0;days before the election. The results showed that the eye movement behaviors of voters (total fixation duration (TFD), time to first fixation (TFF), and first fixation duration (FFD)) were affected by political ad elements: policy slogans, councilors, mayors, and party logos. Visual complexity (i.e., single and double- candidate ads) moderated the relationship between ad elements and voters' visual attention, and double-candidate ads (i.e., coattail effect) had a positive impact on voters' visual attention. We also found that voters' party predisposition leads to selective attention consistent with their attitudes. These results serve as a reference for political ad design.</p>

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What Do Voters Care about? Effects of Ad Elements and Party Predisposition on Selective Attention to Political Ads

  • 期刊论文

  • 发表日期：

    2025年1月3日

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  • Yi-Ting Huang,
  • Tzu-Hsuan Wang,
  • Wen-Tzu Lee

摘要

This study sought to understand differences in the visual attention of voters with different party predispositions. We collected the political ads of the two major parties – the Chinese Nationalist Party (KMT) and the Democratic Progressive Party (DPP) – for councilors in Taipei City and Kaohsiung City in the November 2022 local elections in Taiwan and recruited 82 participants (Taipei 40, Kaohsiung 42) for eye-tracking experiments 15 to 75 days before the election. The results showed that the eye movement behaviors of voters (total fixation duration (TFD), time to first fixation (TFF), and first fixation duration (FFD)) were affected by political ad elements: policy slogans, councilors, mayors, and party logos. Visual complexity (i.e., single and double- candidate ads) moderated the relationship between ad elements and voters' visual attention, and double-candidate ads (i.e., coattail effect) had a positive impact on voters' visual attention. We also found that voters' party predisposition leads to selective attention consistent with their attitudes. These results serve as a reference for political ad design.