Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotique
Editor-in-Chief: Danesi, Marcel
SCImago Journal Rank (SJR) 2015: 0.275
Source Normalized Impact per Paper (SNIP) 2015: 0.661
Impact per Publication (IPP) 2015: 0.191
See no evil? Only implicit attitudes predict unconscious eye movements towards images of climate change
1University of Manchester
Citation Information: . Volume 2012, Issue 192, Pages 315–339, ISSN (Online) 1613-3692, ISSN (Print) 0037-1998, DOI: 10.1515/sem-2012-0066, October 2012
- Published Online:
This paper examines how measures of both explicit and implicit attitudes to the environment relate to unconscious patterns of eye movements towards or away from iconic images of environmental damage and climate change. It found that those with a strong positive implicit attitude towards low carbon products spent significantly more time attending to negative images of climate change than positive images of nature in a ten second interval, and this occurred even in the first 200 milliseconds of looking. Those with a strong positive implicit attitude towards low carbon products also spent significantly more time attending to negative images of climate change in the first 200 milliseconds compared to those with a weaker implicit attitude. Measures of explicit attitude did not predict eye gaze towards the negative images in this way. In other words, there is a statistical association between implicit attitude (rather than explicit attitude) and how people focus their attention on iconic images of environmental damage and climate change. The study discusses the implication of this empirical finding for those attempting to mobilize consumers in the fight against climate change.
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