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  • 1.
    Osanami Törngren, Sayaka
    et al.
    Malmö University, Faculty of Culture and Society (KS), Department of Global Political Studies (GPS). Malmö University, Malmö Institute for Studies of Migration, Diversity and Welfare (MIM).
    Moriuchi, Emi
    Adolfsson, Caroline
    Nyström, Marcus
    Ulver, Sofia
    Comparing attitudes and preferences towards multiracial advertisement in Sweden and the US: Exploration through eye-tracking2020Report (Other academic)
    Abstract [en]

    This article is based on the results of a pilot study which examines and compares how multiracial and multiethnic advertisement is looked at and perceived in Sweden and the US. Research involving eye-tracking is growing in several disciplines but still underexplored in the Social Sciences. Eye trackers enable recording of eye movements both in a natural and isolated/experimental context. Combining eye-tracking data and other types of traditional data such as interviews or surveys has a great potential to analyze and challenge the data bias, such as social desirability needs and race of interviewer effect. Even though we did not find any statistically significant results due to the limited sample size, the results points to interesting trends and tendencies which need to be addressed in further studies. We did not find any statistically significant differences in the preference in monocultural advertisements among Swedish and American students. However higher prior interracial exposure had some significance in a higher preference in multicultural advertisement.

    Download full text (pdf)
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