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Visual cognition of fake news: the effects of consumer brand engagement

ABSTRACT Consumers’ engagement with fake news has impacted the way consumers process information about brands on the Internet. The purpose of this article is to analyze the factors that affect the amount of cognitive processing of fake news. Two experimental studies were carried out. Study 1 participants were invited to look at web pages, while those in Study 2 had access to information on social networks (Facebook and Twitter). In both studies, eye movements were measured to examine cognitive processing tasks. The participants’ gaze behavior was used to assess the amount of cognitive processing and the reduction of intentional control, for different levels of consumer brand engagement. The results demonstrate that the presence of fake news increases the amount of cognitive processing of the viewer. Furthermore, the reduction in intentional control is less with fake news than with real news. Finally, the findings indicate that high consumer engagement with the brand results in a greater amount of cognitive processing of fake news. The results of this study demonstrate that the exposure of fake news involving certain brands may have a greater effect on sustaining visual cognition than real news.