Preliminary Eye Tracking Scale for Cognitive Load

The article examines the role of technology in social campaigns and cognitive overload in advertising. It critiques traditional cognitive load measurement methods and suggests using eye tracking for more accurate assessments. The authors recommend a cognitive load assessment scale that considers differences between static and dynamic presentations and eye tracking correlations. Differences in correlations based on stimuli type led to identifying a condensed set of measures for videos and images. These findings refine eyetracking methodologies and enhance cognitive load assessment tools, positioning eye tracking as a reliable method for measuring cognitive load in advertising and improving communication strategies in social campaigns.