The effects of evidence type on online health headline selection – A moderation of thinking style

Jiang, Tingting; Xu, Yaping; Wu, Xi

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https://hdl.handle.net/2142/106580 Copy

Description

Title

The effects of evidence type on online health headline selection – A moderation of thinking style

Author(s)

• Jiang, Tingting
• Xu, Yaping
• Wu, Xi

Issue Date

2020-03-23

Keyword(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.

Publisher

iSchools

Series/Report Name or Number

iConference 2020 Proceedings

Type of Resource

• text
• image

Language

eng

Permalink

http://hdl.handle.net/2142/106580

Copyright and License Information

Copyright 2020 Tingting Jiang, Yaping Xu, Xi Wu, and Qian Guo

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