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The Impact of Advertisements on User Attention During Permission Authorization

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HCI International 2020 - Late Breaking Papers: User Experience Design and Case Studies (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12423))

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Abstract

Advertisements are an integral part of websites and play an important role in generating revenue. Many websites also present users with permission authorization windows. For instance, Facebook’s third-party application authorization window is displayed when playing a game on various gaming websites. Although researchers have investigated the impact of advertisements on user frustration and their ability to process content, the extent to which advertisements distract the users during permission authorization has not been explored. This paper investigates the impact of advertisement’s presence and its content type on user’s attention during permission authorization. We conducted a between-subjects experiment on the mockup of a popular gaming website that contained banner advertisements. The control group was presented with no advertisements above the permission authorization dialog. Whereas, the treatment group was presented with static or animated advertisements. Eye-gaze tracking was performed while participants interacted with the applications. We observed that the presence of animated advertisements that contain sound significantly distracted participants away from the permission authorization window. Our findings suggest that increasing the number of distraction elements (e.g., animation and sound) increases the likelihood of users ignoring text on important windows such as permission authorization windows. Moreover, the use of shopping and politics related advertisements, can attract more attention compared to food and sports related advertisements.

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Notes

  1. 1.

    https://imotions.com.

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Author information

Authors and Affiliations

  1. National University of Sciences and Technology, Islamabad, Pakistan

    Yousra Javed

  2. University of North Carolina, Charlotte, USA

    Elham Al Qahtani & Mohamed Shehab

Authors
  1. Yousra Javed
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  2. Elham Al Qahtani
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  3. Mohamed Shehab
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Corresponding author

Correspondence to Yousra Javed .

Editor information

Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. Aaron Marcus and Associates, Berkeley, CA, USA

    Aaron Marcus

  3. World Usability Day and Bentley User Experience Center, Newton Center, MA, USA

    Elizabeth Rosenzweig

  4. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

  5. San Jose State University, San Jose, CA, USA

    Abbas Moallem

  6. Eindhoven Univesity of Technology, Eindhoven, Noord-Brabant, The Netherlands

    Matthias Rauterberg

A Survey Questions

A Survey Questions

  1. 1.

    You were presented with four applications in this study. Which applications did you enjoy using?

  2. 2.

    Did any of the these applications request permissions to your information during installation?

  3. 3.

    Did you notice any advertisements above an application’s installation window?

  4. 4.

    If you answered yes to the previous question, what type of advertisements were displayed above the application installation window?

  5. 5.

    Were you distracted by these advertisements? If you answered “No” to this question, why were you not distracted by these advertisements?

  6. 6.

    Which advertisement content type distracted you the most?

  7. 7.

    On most of the installation windows you saw, did you intentionally read the text in the installation window?

  8. 8.

    What is your gender?

  9. 9.

    What is your age?

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Javed, Y., Al Qahtani, E., Shehab, M. (2020). The Impact of Advertisements on User Attention During Permission Authorization. In: Stephanidis, C., Marcus, A., Rosenzweig, E., Rau, PL.P., Moallem, A., Rauterberg, M. (eds) HCI International 2020 - Late Breaking Papers: User Experience Design and Case Studies. HCII 2020. Lecture Notes in Computer Science(), vol 12423. Springer, Cham. https://doi.org/10.1007/978-3-030-60114-0_47

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  • DOI: https://doi.org/10.1007/978-3-030-60114-0_47

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-60113-3

  • Online ISBN: 978-3-030-60114-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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