Human blood is one of the most valuable and irreplaceable goods in modern medicine. Although its necessity increases daily, one of the most significant challenges we have to overcome is a scarcity of willing blood donors. Volunteer motives and attitudes have been studied for decades, but it is now considered vital to grasp the many aspects that will increase the effectiveness of attracting new blood donors. This study focuses on the impact of emotional arousal produced by advertising messages, as well as the determining role of altruistic and egoistic incentives in deciding behavior. We also incorporated the element of personality to investigate how personality traits influence behavioral intention to donate blood. To this end, a quantitative non-experimental correlational 2 × 2 experimental design (positive vs. negative emotional appeal; altruistic vs. egoistic message) was implemented with the participation of 462 respondents who were shown a total of 12 advertisements (ads) promoting blood donation. The data were analyzed using structural equation modeling, with a focus on the direct impacts on donation intentions, the role of emotional arousals and attitude towards the ads as mediators and the moderating effect of the message. The empirical results of our hypotheses revealed that only Honesty–Humility had a strong direct impact on behavioral intention to donate, while Emotionality and Agreeableness did not have any direct effect. On the other hand, attitudes towards advertisements significantly and directly influenced positive and negative emotional arousals, respectively. Furthermore, if we consider these two variables alone, they can be found to exert a direct impact on BI. Mediation analysis showed that attitudes towards the advertisements and emotional arousals partially mediated the relation between Honesty-Humility and Behavioral Intention, thus confirming partial mediation. With respect to Emotionality and Agreeableness, mediation was found to be full since these factors only affected BI through a mediated path, which confirmed full mediation. Furthermore, the moderation analysis highlighted that the type of message (altruistic vs. egoistic) significantly moderated the relationship between both emotional arousals and BI. In particular, positive emotional arousal’s influence is strengthened when it is aligned with altruistic messages, while negative emotional arousal’s influence is weakened if it follows an altruistic message. These findings illustrate that using positive emotions will be more beneficial for increasing people’s donation intentions than bringing negative ones, which implies that message framing has a hidden impact on donation decisions.

This study introduces the Eye-tracking Translation Software (ETS), a system that leverages eye-tracking data and real-time translation to enhance reading flow for non-native language users in complex, technical texts. By measuring the fixation duration, we can detect moments of cognitive load, ETS selectively provides translations, maintaining reading flow and engagement without undermining language learning. The key technological components include a desktop eye-tracker integrated with a custom Python-based application. Through a user-centered design, ETS dynamically adapts to individual reading needs, reducing cognitive strain by offering word-level translations when needed. A study involving 53 participants assessed ETS’s impact on reading speed, fixation duration, and user experience, with findings indicating improved comprehension and reading efficiency. Results demonstrated that gaze-based adaptations significantly improved their reading experience and reduced cognitive load. Participants positively rated ETS’s usability and were noted through preferences for customization, such as pop-up placement and sentence-level translations. Future work will integrate AI-driven adaptations, allowing the system to adjust based on user proficiency and reading behavior. The study contributes to the growing evidence of eye-tracking’s potential in educational and professional applications, offering a flexible, personalized approach to reading assistance that balances language exposure with real-time support.