Attention and Retention Effects of Culturally Targeted Billboard Messages: An Eye-Tracking Study Using Immersive Virtual Reality

Abstract

Targeting, the creation of a match between message content and receiver characteristics, is a key strategy in communication message design. Cultural targeting, or adapting message characteristics to be congruent with a group′s cultural knowledge, appearance, or beliefs of recipients, is used in practice and is a potentially effective strategy to boost the relevance of a message, affecting attention to messages and enhancing effects. However, many open questions remain regarding the mechanisms and consequences of targeting. This is partly due to methodological challenges in experimentally manipulating messages that match cultural recipient characteristics while simultaneously measuring effects and balancing experimental control and realism. Here, we used a novel VR-based paradigm in which participants drove along a virtual highway flanked by billboards with varying message designs. Specifically, we manipulated the message design to either match or mismatch peoples' cultures of origin. We used unobtrusive eye tracking to assess participants' attention (i.e., for how long and how often they look at matched vs. unmatched billboards). Results show a tendency of the participants to inspect culturally matched billboards more often and for longer. We further found that matched billboards produce better recall, indicating more efficient encoding and storage of the messages. Our results underscore the effectiveness of cultural targeting and demonstrate how researchers can rigorously manipulate relevant message factors using virtual environments. We discuss the implications of these findings regarding theories of cultural targeting and methodological perspectives for the objective measurement of exposure factors through eye tracking.