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The effect of banner animation on fixation behavior and recall performance in search tasks

Abstract: Previous findings suggested that banner ads have little or no impact on perceptual behavior and memory performance in search tasks, but only in browsing paradigms. This assumption is not supported by the present eye-tracking study. It investigates whether task-related selective attention i...

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Publicado en:Computers in Human Behavior Vol. 28; no. 2; pp. 576 - 583
Autores principales: Hamborg, K.-C., Bruns, M., Ollermann, F., Kaspar, K.
Formato: Artículo
Publicado: Elsevier B.V. Mar2012
Materias:
Performance
Advertising
Consumer attitudes
Internet
Memory
Information-seeking behavior
Web browsing
Paradigm (Theory of knowledge)
Task analysis
Computer-generated imagery
Banners
Selectivity (Psychology)
Eye movements
Acceso en línea:Ver este registro en EBSCOhost