This study applied the Limited Capacity Model (Lang, 2000) to understand how individuals process their Facebook pages. It is an eye tracking study that collected data from students at a Midwestern university to analyze how individuals process, encode, store and retrieve posts from their Facebook pages, specifically suggested/sponsored posts that are integrated into their newsfeed and targeted to them based on known information. The individuals explored their Facebook pages and were asked to recall the brands or advertisements they were first exposed to on their page. The results...