From the text by Supavich (Fone) Pengnate we can learn “Since the primary intent of clickbait headlines is to generate clicks, the headlines and their content are often misleading, unverified, and seldom corrected. Clickbait headlines that circulate rumors and misinformation have repeatedly posted danger to both public and business sections. For example, in 2008, a fraudulent Internet report claiming that Apple CEO, Steve Jobs, had suffered a serious heart attack was spread throughout social media. The story caused a panic on Wall Street which consequently led to approximately 10 percent drop in Apple’s stock price (Sandoval 2008)” (Pengnate 1).

In the text titled “Measuring Emotional Arousal in Clickbait: Eye-Tracking Approach” we can read “Clickbait headlines can be considered as a tabloid version of online news headlines. However, clickbait headlines are different from news headlines in the way that news headlines generally provide “hard news” content (e.g., politics, crimes, science, and economics) while clickbait headlines often contain “soft news” content (e.g., entertainment, gossip, and fiction)” (Pengnate 2).

Supavich (Fone) Pengnate in the text states that “Few studies in the literature have examined clickbait headlines and their consequences. For example, Chen et al. (2015) examined methods to detect clickbait and provide potential cues for recognizing both textual and non-textual clickbait. Blom and Hansen (2015) investigated techniques used to create and identify clickbait. While the use of clickbait headlines is increasing and can raise serious ethical and financial issues to individuals or organizations, it has received little attention in the IS literature” (Pengnate 2).

In “Measuring Emotional Arousal in Clickbait: Eye-Tracking Approach”, Supavich (Fone) Pengnate points out “According to studies in the psychology literature, the traditional measure of emotional arousal that has widely been used is a semantic differential scale devised by Mehrabian and Russell (1974). The semantic differential scale is a self-reported rating scale that consists of a set of bipolar adjective pairs rated along a Likert scale. Arousal scores are then derived from factor analyses of the measures” (Pengnate 3).

The text titled “Measuring Emotional Arousal in Clickbait: Eye-Tracking Approach” express that “In general, this study provides empirical evidence of arousal evoked by clickbait headlines. The results indicate that pupillary response can be used as an indicator of arousal, specifically at a high level. These results are consistent with previous studies in the journalism literature (e.g., Bradley et al. 2008; Stanners et al. 1979). However, this research extends the existing studies by investigating arousal in a differently type of online news headlines context—clickbait” (Pengnate 7).