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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Detalles Bibliográficos

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