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Visual Attention to Food Bank Posters: Insights from an Exploratory Eye-Tracking Study.

Olga Grabowska-Chenczke¹, Anshu Rani¹, Ewelina Marek-Andrzejewska¹

¹Faculty of Economics, Poznan University of Life Sciences, Wojska Polskiego 28, 60-637 Poznan, Poland.

Behavioral Sciences (Basel, Switzerland)

|March 28, 2026

Summary

Eye-tracking reveals that compelling images in food bank ads grab attention faster than logos. Emotional content, especially negative appeals, enhances visual prioritization, regardless of donor history.

Keywords:

emotional appeal and food donation eye-tracking prosocial behaviour social neuroscience visual attention

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Area of Science:

Social Neuroscience
Cognitive Psychology
Marketing Communications

Background:

Limited research exists on eye-tracking in food donation contexts.
Visual attention is a key precursor to decision-making but underexplored in charitable communications.
Understanding donor perception of food bank advertisements is crucial for effective fundraising.

Purpose of the Study:

To investigate how emotional content in food bank advertisements affects donor perception and visual attention.
To explore the cognitive-level associations between advertisement content and donor perception.
To apply a social neuroscience approach using eye-tracking to analyze visual attention patterns.

Main Methods:

An exploratory eye-tracking study with 96 participants.
Participants viewed four food bank posters with varying emotional appeals (positive, neutral, negative, cognitive dissonance).
Eye movements were recorded to analyze visual attention patterns.

Main Results:

Generic pictorial content received significantly higher attention than logos or symbols (r = 0.69-0.87).
Pictures captured attention 3-7 times faster and received 2-7 times more fixations than logos.
Negative appeal posters showed the strongest pictorial advantage, aligning with negativity bias.

Conclusions:

The Picture Superiority Effect in visual attention is universal, irrespective of past charitable behavior.
Charitable organizations should prioritize emotionally engaging images over logo prominence in advertising.
This study contributes novel insights into prosocial behavior research using eye-tracking in Poland.