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Does the use of a foreign language influence attention and genre-specific viewing patterns for job advertisements An eye-tracking study.pdf

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Does the use of a foreign language influence attention and genre-specific viewing patterns for job advertisements An eye-tracking study.pdf

Information Processing and Management 52 (2016) 1018–1030 Contents lists available at ScienceDirect Information Processing and Management journal homepage: /locate/infoproman Does the use of a foreign language in?uence attention and genre-speci?c viewing patterns for job advertisements? An eye-tracking study Béryl Hilberink-Schulpen?, Ulrike Nederstigt, Frank van Meurs, Emmie van Alem CLS, Radboud University, Erasmusplein 1, 6525HT Nijmegen, Netherlands article info Article history: Received 27 July 2015 Revised 14 April 2016 Accepted 18 April 2016 Available online 2 June 2016 Keywords: Eye–track Job advertisements Attention Native language vs. mixed native/foreign language use Genre-speci?c viewing pattern abstract The aim of this online experiment was to ?nd evidence for both the alleged attentiongetting function of the use of L2 English in job advertisements and for a possible genre– speci?c viewing pattern for job advertisements. A mixed design eye–track experiment among 30 native speakers of Dutch who saw all-Dutch and mixed Dutch– English job advertisements tested whether the use of foreign language English in Dutch ads changed the viewing pattern compared to all-Dutch job advertisements. That is, it investigated whether the use of a foreign language attracted more attention (in terms of ?rst ?xation, number and duration of ?xations, and returned views), and altered the genre–speci?c viewing pattern for job ads. Overall, no evidence for the attention–getting ability of foreign language use in jobs ads was found. On the contrary, English used in the company information seemed to have a deterring effect. Support was found for a genre–speci?c viewing pattern for job ads, which, however, was not altered by the use of a foreign language. Our results suggest that use of English is not necessarily a good option to attract attention. Findings for genre-speci?c viewing patterns suggest that makers of job ads should make the job description as attractive as possible, si