Measuring Emotional Arousal in Clickbait: Eye-Tracking Approach
نویسنده
چکیده
This study investigates the influence of online news and clickbait headlines on online users’ emotional arousal and behavior. An experiment was conducted to examine the level of arousal in three online news headline groups—news headlines, clickbait headlines, and control headlines. Arousal was measured by two different measurement approaches—pupillary response recorded by an eye-tracking device and selfassessment manikin (SAM) reported in a survey. Overall, the findings suggest that certain clickbait headlines can evoke users’ arousal which subsequently drives intention to read news stories. Arousal scores assessed by the pupillary response and SAM are consistent when the level of emotional arousal is high.
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