The Effect of Distressing Imagery on Attention to and Persuasiveness of an Antialcohol Message: A Gaze-Tracking Approach

Background. Distressing imagery may inhibit health communications by inducing audiences to reduce distress by avoiding attention to persuasive messages. Method. This study used eye-tracking methods to compare gaze time allocated to a persuasive textual message, accompanied by either distressing high-resolution color images or less distressing two-color images with degraded outline and detail. Results. Participants in the distressing images condition showed lower intentions to reduce drinking in the following 3 months, which may have been mediated by lower gaze time to textual elements of the message. The effect was stronger in participants who both scored lower on dispositional mental disengagement and were more vulnerable to alcohol-related problems. Conclusions. These findings suggest that distressing imagery may inhibit persuasion by reducing audience attention to message components. Implications for message design are discussed.