Table 2. Correlations between Eye Movement Variables and Perceived Convincingness and Perceived Pleasantness overall and by Gender across Five Messages.

Measure	Area of interest	Perceived convincingness			Perceived pleasantness
		Overall	Women	Men	Overall	Women	Men
Fixation count	Drinkers	.37**	.46*	.40*	.31*	.33	.20
	Bystanders	.21	.10	.37#	.31*	.08	.29
	Alcohol cues	.22	.43*	.19	.11	.25	-.12
	One-liner	.22	.27	.26	.53***	.30	.57**
	Logo	.44**	.46*	.49*	.50***	.39#	.59**
	Emotion	.35*	.45*	.38#	.31*	.10	.31
	Behavioral cue	.42**	.42*	.48*	.48***	.45*	.44*
Total viewing time in seconds	Entire message	.37**	.57**	.30	.46***	.52**	.37#
Dwell time in seconds	Across all areas	.30*	.48*	.32	.44***	.52**	.30
	Drinkers	.29*	.51**	.25	.27#	.52**	.05
	Bystanders	.15	.19	.24	.25#	.13	.13
	Alcohol cues	.12	.38#	.07	.13	.38#	-.13
	One-liner	.18	.21	.21	.56***	.37#	.59**
	Logo	.39**	.48*	.38#	.48***	.45*	.54**
	Emotion	.34*	.51**	.37#	.41**	.29	.36#
	Behavioral cue	.40**	.35#	.50*	.52***	.50*	.51**

Note.

^#p < .10;

^*p < .05;

^**p < .01;

^***p < .001.