Proceedings of the Annual Meeting of the Cognitive Science Society

In this paper, we have studied the impact of clickbait headlines on the distribution of visual attention on hyperlinked news articles. Visual attention is a driving factor in ad-based revenue models that support online journalism. Importantly, it is also an indicator of cognitive processes involved in reading and comprehension. We hypothesize that articles with clickbait headlines receive lesser visual attention when controlled for articles’ content. This is based on the premise that a significant proportion of clicks on clickbait headlines are driven by readers’ specific epistemic curiosity rather than knowledge acquisition. An eye-tracker setup was used to infer visual attention from the gaze-fixation analysis conducted on data from 60 participants. Our results suggest that clickbait headlines significantly reduce the visual attention on news articles. Though, article content comprehension measured by a recall test was comparable for clickbait and non-clickbait headlines. Our findings add to the discussions on the cognitive attention and the implications of using clickbait headlines for news publishers, newsreaders, and advertising agencies alike.