Visual processing associated with making judgments of political affiliation : an eye-tracking study
- WCU Author/Contributor (non-WCU co-authors, if there are any, appear on document)
- Kimberlee Alane Cooper (Creator)
- Institution
- Western Carolina University (WCU )
- Web Site: http://library.wcu.edu/
- Advisor
- Leonardo Bobadilla
Abstract: This study assessed whether differences exist in the way females, males, and
people with opposing political partisanships focus their visual attention during
evaluations of politicians’ facial images. Eye movements were recorded while eighty four
participants (34 males, 50 females) viewed ten images of politicians and were asked to
determine levels of competence and attractiveness, political party, and the likelihood of
voting for the candidate. Their visual attention was measured with the number and
duration of fixations to four facial areas of interest (AOIs), including each eye, nose, and
mouth. This study indicates groups separated by sex and opposing political partisanships
use dissimilar visual processes when cognitively assessing images of politicians. Analysis
of the visual scan paths indicate males held fixation durations on noses significantly
longer than females (p < .05). Females showed a trend in evaluating eyes and took
significantly more time to fixate on candidates’ noses (p < .05). Democratic participants
also spent more time evaluating noses (p < .05) when compared to Republican
participants. Results also indicated that voters’ higher ratings of competence and
attractiveness correlate with the likelihood of voting for a candidate. This research
provides support demonstrating that people use cognitive and visual processing skills to
extrapolate nonverbal cues to facilitate in judging images of politicians.
Visual processing associated with making judgments of political affiliation : an eye-tracking study
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Created on 4/1/2013
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Additional Information
- Publication
- Thesis
- Language: English
- Date: 2013
- Keywords
- Decision Making, Eye Tracking, Political Affiliation, Visual Processing
- Subjects
- Visual communication -- United States -- Case studies
- Cognitive psychology -- Political aspects -- United States -- Case studies
- Voting -- United States -- Psychological aspects -- Case studies
- Party affiliation -- United States -- Psychological aspects -- Case studies
- Voting research -- United States