Retain viewer's attention on banner ad by manipulating information type of the content

Yu Chen Hsieh, Kuo Hsiang Chen, Min-Yuan Ma

研究成果: Article

12 引文 (Scopus)

摘要

The influence of phenomenon like Banner blindness and Habituation has weakened researchers' efforts to highlight the effect of adding salient visual features to ads. On the other hand, many studies discussed advertising attention on the basis of individual pages, neglecting the fact that most ads reside on one of a sequence of webpages that a viewer continuously reads. Therefore, our study discussed advertising attention from a different perspective, switching focus to the information type and their influence on attention in a sequence of webpages. This study, extended from our previous study, in which we found user attention to advertisement to drop sharply beyond the initial page, planned to investigate if it is possible to dishabituate users and enhance viewer's attention on banner ads by manipulating the information type of a sequence of content. We found that viewer's attention on ads can be prolonged on subsequent pages with a rudimentary stimulus variation to content order and without changing any visual design feature of the ad itself, which is prone to the crippling effects of banner blindness and habituation, and that the image-based content inserted between pages of text-based content plays an important role in raising overall attention to advertisement.

原文English
頁(從 - 到)1692-1699
頁數8
期刊Computers in Human Behavior
28
發行號5
DOIs
出版狀態Published - 2012 九月 1

指紋

Marketing
Blindness
Research Personnel
Ads
Viewer
Banner
Habituation

All Science Journal Classification (ASJC) codes

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

引用此文

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Retain viewer's attention on banner ad by manipulating information type of the content. / Hsieh, Yu Chen; Chen, Kuo Hsiang; Ma, Min-Yuan.

於: Computers in Human Behavior, 卷 28, 編號 5, 01.09.2012, p. 1692-1699.

研究成果: Article

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