Like what you see? The effect of video-mediated gazing on information recall and impression formation

Fullwood, Chris ORCID: 0000-0002-7714-6783 and Morris, Neil (2013) Like what you see? The effect of video-mediated gazing on information recall and impression formation. Electronic Journal of Communication, 23 (1 & 2).

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One problem with video-mediated communication (VMC) centres on the user’s inability to express normal variations in gazing behaviour. Additionally, this has been offered as one potential explanation for research findings suggesting that person perceptions are poorer via VMC compared to face-to-face judgements. In a previous study, it was found that gazing into the camera to imitate eye contact during a videoconference resulted in increased information recall. Research also suggests that eye contact plays an important role in the impression formation process. In the current study, one group of participants was advised to look into the camera to simulate eye contact in VMC, whereas a second group was given no advice at all. Comparisons were made between the two conditions on information recall in a story-telling task and a number of measures relating to impressions of the participant, task and product in a sales task. Although no differences were discovered in information recall, some differences were found between the conditions relating to impression formation, with the advice condition resulting in more positive assessments. The findings add further support for the notion that video-mediated gazing is a beneficial strategy for users of video technologies, specifically for tasks that require making a good impression.

Item Type: Article
Article Type: Article
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Schools and Research Institutes > School of Education and Science
Research Priority Areas: Health, Life Sciences, Sport and Wellbeing
Depositing User: Chris Fullwood
Date Deposited: 09 Nov 2022 16:12
Last Modified: 31 Aug 2023 09:05

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