Comparing attitudes and preferences towards multiracial advertisement in Sweden and the US : Exploration through eye-tracking

DSpace Repository

Comparing attitudes and preferences towards multiracial advertisement in Sweden and the US : Exploration through eye-tracking

Details

Files for download
Icon
Overview of item record
Publication Report
Title Comparing attitudes and preferences towards multiracial advertisement in Sweden and the US : Exploration through eye-tracking
Author Osanami Törngren, Sayaka ; Moriuchi, Emi ; Adolfsson, Caroline ; Nyström, Marcus ; Ulver, Sofia
Research Centre Malmö Institute for Studies of Migration, Diversity and Welfare (MIM)
Editor Hellström, Anders
Date 2020
English abstract
This article is based on the results of a pilot study which examines and compares how multiracial and multiethnic advertisement is looked at and perceived in Sweden and the US. Research involving eye-tracking is growing in several disciplines but still underexplored in the Social Sciences. Eye trackers enable recording of eye movements both in a natural and isolated/experimental context. Combining eye-tracking data and other types of traditional data such as interviews or surveys has a great potential to analyze and challenge the data bias, such as social desirability needs and race of interviewer effect. Even though we did not find any statistically significant results due to the limited sample size, the results points to interesting trends and tendencies which need to be addressed in further studies. We did not find any statistically significant differences in the preference in monocultural advertisements among Swedish and American students. However higher prior interracial exposure had some significance in a higher preference in multicultural advertisement.
DOI https://doi.org/10.24834/isbn.9789178770700 (link to publisher's fulltext.)
Publisher Malmö University, Malmö Institute for Studies of Migration, Diversity and Welfare (MIM)
Series/Issue MIM Working Paper Series;20:2
ISBN 978-91-7877-070-0
Language eng (iso)
Subject Eye-tracking
racial preference
multiracial advertisement
Sweden
US
Humanities/Social Sciences
Research Subject Categories::SOCIAL SCIENCES
Handle http://hdl.handle.net/2043/31058 Permalink to this page
Link to publication in DiVA Find this research publication in DiVA (n/a for student publ.)
Facebook

This item appears in the following Collection(s)

Details

Search


Browse

My Account

Statistics