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Driving Donating Behavior

Title: Driving Donating Behavior: Using Visual Salience to Increase Attention to Donation Related Information on the Web.
Name(s): Roque, Nelson, author
Type of Resource: text
Genre: Text
Issuance: serial
Date Issued: 2012
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: Each year in the United States hundreds of billions of dollars are donated to charitable causes by individuals, thus it is important to understand factors that contribute to donating behavior to maximize public good. This study examined how attention might be captured by donation-relevant information on the web. The basic attention literature suggests that information presented in a unique color should capture attention reliably, even when this information is completely irrelevant to the task at hand. However, other research suggests that observers have a large degree of top-down control over their attention (knowledge and intention primarily drive attention). We contrasted these two views in a simulated web-surfing task in which participants searched for specific information. Donation-relevant information was presented either in the website's default text color or in a unique color. Contrary to predictions, uniquely colored links did not capture attention as measured by eye movements. Furthermore, when participants did fixate this information, they moved their eyes away from it quicker when it was presented in a unique color. Strong top-down control of attention was observed since participants almost never fixated donation information when they knew the information they were looking for would be presented elsewhere. Findings support models of attention that propose that top-down knowledge primarily determines where attention goes and how long attention stays at a location. These findings have important implications for donation campaigns, online advertising, and the theories of attention capture.
Identifier: FSU_migr_uhm-0057 (IID)
Keywords: Donating, Attention Capture, Eye movements, Website Design
Submitted Note: A Thesis submitted to the Department of Psychology in partial fulfillment of the requirements for the degree of Honors in the Major.
Degree Awarded: Spring Semester, 2012.
Date of Defense: April 3, 2012.
Subject(s): Psychology
Social sciences
Persistent Link to This Record:
Owner Institution: FSU
Is Part of Series: Honors Theses.

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Roque, N. (2012). Driving Donating Behavior: Using Visual Salience to Increase Attention to Donation Related Information on the Web. Retrieved from