Companion Datasets (Study 1 & Study 2): Driving Sustainable Choices—Warning Messages in Car Ads and Their Effects on Attention and Emotions
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| Format: | Recurso digital |
| Language: | English |
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2025
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| _version_ | 1866901772985958400 |
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| author | Wang, Boyao Viedma-del-Jesus, Maria I. Ibañez Zapata, Jose Angel Montoro-Rios, Francisco J |
| author_facet | Wang, Boyao Viedma-del-Jesus, Maria I. Ibañez Zapata, Jose Angel Montoro-Rios, Francisco J |
| contents | <p>This record contains the <strong>two anonymized datasets</strong> and accompanying documentation for the article <em>Driving Sustainable Choices: The Impact of Warning Messages in Car Advertisements on Consumer Attention and Emotional Responses</em>. The research examines how <strong>message framing</strong> (gain vs. loss) and <strong>warning format</strong> (text vs. image) shape <strong>visual attention</strong> (eye-tracking) and <strong>emotional/evaluative responses</strong> (self-reports) in static car advertisements. We provide one dataset per study:</p> <ul> <li> <p><strong>Study 1 (between-subjects, lab eye-tracking)</strong> — participants were randomly assigned to a <strong>gain-framed</strong> or <strong>loss-framed</strong> ad. Primary outcomes are <strong>AOI-level fixation metrics</strong> (e.g., fixation duration, fixation count) for <strong>text</strong> and <strong>image</strong> warning elements; environmental concern was measured as a moderator.</p> </li> <li> <p><strong>Study 2 (within-subjects, self-reports)</strong> — each participant evaluated <strong>both</strong> ads. Outcomes include <strong>valence, arousal, dominance</strong> (SAM), <strong>subjective attention</strong> (internal vs. external), and <strong>perceived effectiveness</strong>, alongside environmental concern and basic sociodemographics.</p> </li> </ul> <p><strong>Files in this record</strong></p> <ul> <li> <p><code>Study_1_final.sav</code> — Eye-tracking dataset for Study 1 (lab).</p> <ul> <li> <p>Core variables (high-level): participant ID (anonymized), condition assignment (gain vs. loss), AOI-level fixation metrics for <strong>warning-text</strong> and <strong>warning-image</strong> (e.g., total fixation duration [ms], fixation count), environmental concern (scale), data-quality indicators.</p> </li> </ul> </li> <li> <p><code>Study_2_final.sav</code> — Self-report dataset for Study 2 (survey/ratings).</p> <ul> <li> <p>Core variables (high-level): participant ID (anonymized), ad identifier/order, <strong>SAM valence/arousal/dominance</strong>, <strong>subjective attention</strong> (internal–external), <strong>perceived effectiveness</strong>, environmental concern (scale), sociodemographics.</p> </li> </ul> </li> </ul> <p><strong>Methods snapshot</strong></p> <ul> <li> <p><strong>Stimuli & AOIs.</strong> Static car ads for a <strong>virtual brand</strong> to avoid trademark issues; standardized size and colors. Warnings included <strong>both text and image</strong> elements aligned to the assigned frame. AOIs for <strong>warning-text</strong> and <strong>warning-image</strong> were predefined and used consistently across participants.</p> </li> <li> <p><strong>Eye-tracking (Study 1).</strong> Recorded with <strong>Tobii Pro</strong> hardware (60 Hz) and parsed in Tobii Pro Lab® using I-VT (≥ ~60 ms). Primary metrics are AOI-level fixation duration and count.</p> </li> <li> <p><strong>Self-reports (Study 2).</strong> <strong>SAM</strong> (valence/arousal/dominance; 9-point), <strong>subjective attention</strong> (internal–external), <strong>perceived effectiveness</strong> (Likert), plus environmental concern and sociodemographics.</p> </li> <li> <p><strong>Analytic orientation.</strong> Study 1 focused on multivariate comparisons of AOI metrics across framing conditions; Study 2 modeled within-person differences across ads, testing main effects and the role of environmental concern.</p> </li> </ul> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_17098710 |
| institution | Zenodo |
| language | eng |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Companion Datasets (Study 1 & Study 2): Driving Sustainable Choices—Warning Messages in Car Ads and Their Effects on Attention and Emotions Wang, Boyao Viedma-del-Jesus, Maria I. Ibañez Zapata, Jose Angel Montoro-Rios, Francisco J Consumer behaviour environmental warnings Message Framing Eye-Tracking Technology SAM (valence-arousal-dominance) Sustainable transport marketing communication Attention <p>This record contains the <strong>two anonymized datasets</strong> and accompanying documentation for the article <em>Driving Sustainable Choices: The Impact of Warning Messages in Car Advertisements on Consumer Attention and Emotional Responses</em>. The research examines how <strong>message framing</strong> (gain vs. loss) and <strong>warning format</strong> (text vs. image) shape <strong>visual attention</strong> (eye-tracking) and <strong>emotional/evaluative responses</strong> (self-reports) in static car advertisements. We provide one dataset per study:</p> <ul> <li> <p><strong>Study 1 (between-subjects, lab eye-tracking)</strong> — participants were randomly assigned to a <strong>gain-framed</strong> or <strong>loss-framed</strong> ad. Primary outcomes are <strong>AOI-level fixation metrics</strong> (e.g., fixation duration, fixation count) for <strong>text</strong> and <strong>image</strong> warning elements; environmental concern was measured as a moderator.</p> </li> <li> <p><strong>Study 2 (within-subjects, self-reports)</strong> — each participant evaluated <strong>both</strong> ads. Outcomes include <strong>valence, arousal, dominance</strong> (SAM), <strong>subjective attention</strong> (internal vs. external), and <strong>perceived effectiveness</strong>, alongside environmental concern and basic sociodemographics.</p> </li> </ul> <p><strong>Files in this record</strong></p> <ul> <li> <p><code>Study_1_final.sav</code> — Eye-tracking dataset for Study 1 (lab).</p> <ul> <li> <p>Core variables (high-level): participant ID (anonymized), condition assignment (gain vs. loss), AOI-level fixation metrics for <strong>warning-text</strong> and <strong>warning-image</strong> (e.g., total fixation duration [ms], fixation count), environmental concern (scale), data-quality indicators.</p> </li> </ul> </li> <li> <p><code>Study_2_final.sav</code> — Self-report dataset for Study 2 (survey/ratings).</p> <ul> <li> <p>Core variables (high-level): participant ID (anonymized), ad identifier/order, <strong>SAM valence/arousal/dominance</strong>, <strong>subjective attention</strong> (internal–external), <strong>perceived effectiveness</strong>, environmental concern (scale), sociodemographics.</p> </li> </ul> </li> </ul> <p><strong>Methods snapshot</strong></p> <ul> <li> <p><strong>Stimuli & AOIs.</strong> Static car ads for a <strong>virtual brand</strong> to avoid trademark issues; standardized size and colors. Warnings included <strong>both text and image</strong> elements aligned to the assigned frame. AOIs for <strong>warning-text</strong> and <strong>warning-image</strong> were predefined and used consistently across participants.</p> </li> <li> <p><strong>Eye-tracking (Study 1).</strong> Recorded with <strong>Tobii Pro</strong> hardware (60 Hz) and parsed in Tobii Pro Lab® using I-VT (≥ ~60 ms). Primary metrics are AOI-level fixation duration and count.</p> </li> <li> <p><strong>Self-reports (Study 2).</strong> <strong>SAM</strong> (valence/arousal/dominance; 9-point), <strong>subjective attention</strong> (internal–external), <strong>perceived effectiveness</strong> (Likert), plus environmental concern and sociodemographics.</p> </li> <li> <p><strong>Analytic orientation.</strong> Study 1 focused on multivariate comparisons of AOI metrics across framing conditions; Study 2 modeled within-person differences across ads, testing main effects and the role of environmental concern.</p> </li> </ul> |
| title | Companion Datasets (Study 1 & Study 2): Driving Sustainable Choices—Warning Messages in Car Ads and Their Effects on Attention and Emotions |
| topic | Consumer behaviour environmental warnings Message Framing Eye-Tracking Technology SAM (valence-arousal-dominance) Sustainable transport marketing communication Attention |
| url | https://doi.org/10.5281/zenodo.17098710 |