May I have your Attention, please? An eye tracking study on emotional social media comments

Abstract

Emotions are essential in today's complex information environments, as they catch readers' attention and impact the depth of information processing. In online interactions - such as user comments on social media platforms - emotions are increasingly present. We performed a preregistered eye-tracking study to understand the effects of emotional user comments on attention. Participants (N = 155) in our study read a series of user comments with different emotional tones. We measured the effects of emotions on information processing and visual attention by comparing the dwell times of participants of two experimental groups: a heuristic processing group and a systematic processing group. Our results revealed differences in visual attention towards comments with a negative versus positive valence and between the discrete emotions of anger and fear. These findings led to a discussion about emotions' role in information processing when individuals read user comments on social media.