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...
| Publicado en: | Computers in Human Behavior Vol. 28; no. 2; pp. 576 - 583 |
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| Autores principales: | , , , |
| Formato: | Artículo |
| Publicado: |
Elsevier B.V.
Mar2012
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=70260527&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 70260527 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 07475632 JC4 jtl: Computers in Human Behavior issn: 07475632 maglogo: N pubinfo: dt: Mar2012 vid: 28 iid: 2 pid: 2410 pub: Elsevier B.V. artinfo: ui: 70260527 10.1016/j.chb.2011.11.003 ppf: 576 ppct: 7 formats: tig: atl: The effect of banner animation on fixation behavior and recall performance in search tasks aug: au: Hamborg, K.-C. Bruns, M. Ollermann, F. Kaspar, K. affil: Institute of Psychology, University of Osnabrück, Germany Institute of Cognitive Science, University of Osnabrück, Germany su: 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 sug: subj: Performance Advertising Consumer attitudes Internet Memory Information-seeking behavior Other Services Related to Advertising Outdoor Advertising All other textile product mills All Other Miscellaneous Textile Product Mills All Other Miscellaneous Store Retailers (except Tobacco Stores) All other miscellaneous store retailers (except beer and wine-making supplies stores) Wired Telecommunications Carriers Internet Publishing and Broadcasting and Web Search Portals Web browsing Paradigm (Theory of knowledge) Task analysis Computer-generated imagery Banners Selectivity (Psychology) Eye movements keyword: Banner animation Fixation behavior Recall performance Search task Banner animation Fixation behavior Recall performance Search task ab: 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 is disrupted depending on the animation intensity of banner ads when users are in a search mode as well as the impact of banner animation on perceptual and memory performance. We find that fixation frequency on banners increases with animation intensity. Moreover, a specific temporal course of fixation frequency on banners could be observed. However, the duration of fixations on a banner is independent of its animation intensity. Results also reveal that animation enhances the recall performance of banner content. The subject of advertisement, the position of the banner as well as writings and colors are recalled better when the banner is animated in contrast to a non-animated banner, whereby the animation intensity has no impact on banner related recall performance. Importantly, the performance in the actual information search task is not affected by banner animation. Moreover, animation intensity does not affect subjects’ attitude towards the banner ad. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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