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Title:The effects of evidence type on online health headline selection – A moderation of thinking style
Author(s):Jiang, Tingting; Xu, Yaping; Wu, Xi
Subject(s):Evidence type
Health information
Headline selection
Thinking style
Eye-tracking experiment
Abstract:The acquisition of health information is conducive to promoting the public's health literacy and improving citizens' health. The display of online health information features an entering page that lists headlines hyperlinked to health article pages. Among the various techniques that help increase headline effectiveness, this study was particularly interested in evidence type (anecdotal type/numerical) and investigated how it influenced headline selection in the form of fixation and clicking and considered thinking styles as a possible moderator. Based on an eyetracking experiment, this study found that participants were more likely to click on numerical headline than anecdotal headline. In addition, message credibility had moderating effects on the relationship between evidence type and fixation and that between evidence type and clicking count. The findings provide useful implications for creating effective online headlines in the health domain and enrich our understanding of how information characteristics affect information selection.
Issue Date:2020-03-23
Publisher:iSchools
Series/Report:iConference 2020 Proceedings
Genre:Conference Poster
Type:Text
image
Language:English
URI:http://hdl.handle.net/2142/106580
Rights Information:Copyright 2020 Tingting Jiang, Yaping Xu, Xi Wu, and Qian Guo
Date Available in IDEALS:2020-03-17


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