Departmental News
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Zhang awarded Fall 2025 University Small Research Grant

We are excited to announce that Dr. Zhiwei Zhang has been awarded a $5000 University Small Research Grant (USRG) for his proposal, “Competing for Public Attention: Eye-Tracking and Online Experiments to Improve Government Communication.”
Dr. Zhang was one of nine awardees selected for a Fall 2025 USRG. USRGs are seed grants awarded each fall and spring by the Office of the Vice President for Research through the Office of Research Development to support small research projects, scholarly activity, and other creative efforts.
This award supports the final stage of a three-study research program on how governments can design citizen-facing communications (financial and beyond) so key facts are actually seen, understood, and trusted. Here’s what Dr. Zhang’s research has found so far:
Study 1 (published, International Public Management Journal, 2025): Popular Financial Reports (PFRs) significantly improve comprehension, interest, and trust compared to technical ACFR-style pages—when the content is identical.
Study 2 (eye-tracking lab): The “why” is attention. Cleaner layouts + stronger visuals capture gaze earlier, guide readers to decision-relevant info, and reduce search effort—less hunting, more understanding. These design lessons apply beyond finance: service updates, risk advisories, public notices, and more.
Study 3 (next): A pre-registered 2×2 experiment with ~3,500 U.S. adults will test when simplified designs outperform technical ones—especially under good vs. bad news—and validate attention mechanisms at scale.
“I am honored to receive a K-State USRG for my project “Competing for Public Attention”—using eye-tracking + pre-registered online experiments to test how citizen-facing vs. technical government communications (good vs. bad news) affect what people see, understand, and trust.” - Zhiwei Zhang
Department of Political Science
Kansas State University
802 Mid Campus Dr. South
101D Calvin Hall
Manhattan, KS 66506
785-532-6842
polsci@ksu.edu




