poster

Online ad banners: the effects of goal orientation and content congruence on memory

Authors:

Silvia Heinz,

Markus Hug,

Carina Nugaeva,

Klaus OpwisAuthors Info & Claims

CHI EA '13: CHI '13 Extended Abstracts on Human Factors in Computing Systems

Pages 1875 - 1880

https://doi.org/10.1145/2468356.2468692

Published: 27 April 2013 Publication History

Get Access

Abstract

Banner blindness, the phenomenon that the user will consciously or unconsciously ignore online banners while navigating a certain website, is a big problem for marketers and has been studied in the past. We present a study that tests the hypothesis whether the user's memory (free recall and recognition) is influenced by the user's goal orientation during navigation on a website and whether it is mediated by the correspondence of the banner content and website content (congruence). Participants in an explorative orientation show better memory for banners than users in a broad or narrow goal orientation. No differences between the congruent and incongruent conditions with regard to recall measures were found but the congruent condition yields slightly better recognition rates. Based on these findings further implications and research possibilities are discussed.

References

[1]

Aksakalli, V. Optimizing direct response in Internet display advertising. Electronic Commerce Research and Applications, 11, 3 (2012), 229--240.

Digital Library

Google Scholar

[2]

Benway, J., & Lane, D. M. Banner blindness: Web searchers often miss 'obvious' links. Internetworking, (1998) http://www.internettg.org/newsletter/dec98/banner_bli ndness.html

Google Scholar

[3]

Calisir, F. & Karaali D., The impacts of banner location, banner content and navigation style on banner recognition. Computers in Human Behavior, 24, 2 (2007), 535--543.

Digital Library

Google Scholar

[4]

Danaher, P. J., & Mullarkey, G. W. Factors affecting online advertising recall: A study of students. Journal of Advertising Research, 43, 3 (2003), 252--267.

Crossref

Google Scholar

[5]

Drèze, X., & Hussherr, F.-X. Internet advertising: Is anybody watching? Journal of Interactive Marketing, 17(4) (2003), 8--23.

Crossref

Google Scholar

[6]

Ha, L., & McCann, K. An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27, 4 (2008), 569592.

Crossref

Google Scholar

[7]

Heinz, S. & Mekler, E. D. The influence of banner placement and navigation style on the recognition of advertisement banners. Proc. of the 7th NordiCHI'12: Making Sense Through Design, (2012), 803--4.

Digital Library

Google Scholar

[8]

Hervet, G., Guérard, K., Tremblay, S., & Chtourou, M. S. (2011). Is banner blindness genuine? Eye tracking Internet text advertising. Applied Cognitive Psychology, 25(5), 708--716.

Google Scholar

[9]

Kim, G., & Lee, J.-H. The effect of search condition and advertising type on visual attention to Internet advertising. Cyberpsychology, Behavior, and Social Networking, 14, 5 (2011), 323--325.

Google Scholar

[10]

Novak, T.P., Hoffman, D.L. and Duhachek, A., The influence of global-directed and experiential activities on online flow experiences, Journal of Consumer Psychology, 13, 1--2 (2003), 3--16.

Crossref

Google Scholar

[11]

Pagendarm, M., & Schaumburg, H. Why are users banner-blind? The impact of navigation style on the perception of Web banners. Journal of Digital Information, 2, 1 (2001).

Google Scholar

[12]

PricewaterhouseCoopers. IAB Internet advertising, revenue report, 2012 first six months results October 2012. PricewaterhouseCoopers, (2012) http://www.iab.net/media/file/IAB_Internet_Advertisin g_Revenue_Report_HY_2012.pdf

Google Scholar

[13]

Van Schaik, P., & Ling, J. The role of context in perceptions of the aesthetics of Web pages over time. International Journal of Human-Computer Studies, 67, 1 (2009), 79--89.

Digital Library

Google Scholar

[14]

Zanjani, S. H. A., Diamond, W. D., & Chan, K. Does ad--context congruity help surfers and information seekers remember ads in cluttered e-magazines? Journal of Advertising, 40, 4 (2011), 67--83.

Crossref

Google Scholar

Cited By

View all

Jiang ZGuan Cde Haaij I(2019)Congruity and processing fluencyAsia Pacific Journal of Marketing and Logistics10.1108/APJML-03-2019-012832:5(1070-1088)Online publication date: 4-Oct-2019
https://doi.org/10.1108/APJML-03-2019-0128
Luan JYao ZShen YXiao J(2018)Context congruity effects of online product recommendations: an eye-tracking studyOnline Information Review10.1108/OIR-02-2017-003542:6(847-863)Online publication date: 8-Oct-2018
https://doi.org/10.1108/OIR-02-2017-0035
Zhu XTao HWu ZCao JKalish KKayne JZhu XTao HWu ZCao JKalish KKayne J(2017)IntroductionFraud Prevention in Online Digital Advertising10.1007/978-3-319-56793-8_1(1-6)Online publication date: 9-Jun-2017
https://doi.org/10.1007/978-3-319-56793-8_1
Show More Cited By

Index Terms

Online ad banners: the effects of goal orientation and content congruence on memory
1. Human-centered computing

Recommendations

Modeling the effect of habituation on banner blindness as a function of repetition and search type: gap analysis for future work
CHI EA '10: CHI '10 Extended Abstracts on Human Factors in Computing Systems

This paper provides a theoretical foundation to guide future work in online marketing research. Specifically, we target the phenomenon of banner blindness that prevents users from noticing online advertisements; thus, leading to a steady decline in ...
Aggressive priming online: Facebook adverts can prime aggressive cognitions
Highlights
- Unattended stimuli in our environments can prime thoughts, feelings and behaviour.
Abstract
Through the process of priming, incidental stimuli in our environments can influence our thoughts, feelings and behaviour. This may be true of incidental stimuli in online environments, such as adverts on websites. Two experiments (N ...
Ads suit up!: effects of website and advertiser credibility on consumer responses to banner ads
CHI EA '13: CHI '13 Extended Abstracts on Human Factors in Computing Systems

Effective communication on the internet is becoming increasingly difficult for advertisers, as they have to compete with many others for user attention. We examine the role of source credibility (specifically website and advertiser credibility) as a ...

Comments

Information & Contributors

Information

Published In

CHI EA '13: CHI '13 Extended Abstracts on Human Factors in Computing Systems

April 2013

3360 pages

ISBN:9781450319522

DOI:10.1145/2468356

General Chair:
Wendy E. Mackay
INRIA
,
Program Chairs:
Stephen Brewster
Glasgow University
,
Susanne Bødker
University of Aarhus

Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 27 April 2013

Check for updates

Author Tags

Qualifiers

Poster

Conference

CHI '13

Sponsor:

SIGCHI

CHI '13: CHI Conference on Human Factors in Computing Systems

April 27 - May 2, 2013

Paris, France

Acceptance Rates

CHI EA '13 Paper Acceptance Rate 630 of 1,963 submissions, 32%;

Overall Acceptance Rate 6,164 of 23,696 submissions, 26%

Upcoming Conference

CHI 2025

Sponsor:
sigchi

ACM CHI Conference on Human Factors in Computing Systems

April 26 - May 1, 2025

Yokohama , Japan

Contributors

Other Metrics

View Article Metrics

Bibliometrics & Citations

Bibliometrics

Article Metrics

9
Total Citations
View Citations
546
Total Downloads

Downloads (Last 12 months)13
Downloads (Last 6 weeks)4

Reflects downloads up to 05 Mar 2025

Other Metrics

View Author Metrics

Citations

Cited By

View all

Jiang ZGuan Cde Haaij I(2019)Congruity and processing fluencyAsia Pacific Journal of Marketing and Logistics10.1108/APJML-03-2019-012832:5(1070-1088)Online publication date: 4-Oct-2019
https://doi.org/10.1108/APJML-03-2019-0128
Luan JYao ZShen YXiao J(2018)Context congruity effects of online product recommendations: an eye-tracking studyOnline Information Review10.1108/OIR-02-2017-003542:6(847-863)Online publication date: 8-Oct-2018
https://doi.org/10.1108/OIR-02-2017-0035
Zhu XTao HWu ZCao JKalish KKayne JZhu XTao HWu ZCao JKalish KKayne J(2017)IntroductionFraud Prevention in Online Digital Advertising10.1007/978-3-319-56793-8_1(1-6)Online publication date: 9-Jun-2017
https://doi.org/10.1007/978-3-319-56793-8_1
Jeon HAhn HYu G(2016)What makes people react to the posts on the brand pages of mobile social network games?Online Information Review10.1108/OIR-07-2015-023640:3(435-448)Online publication date: 13-Jun-2016
https://doi.org/10.1108/OIR-07-2015-0236
Wang ZWise K(2016)Emotional Arousal Shifts the Effect of Ad Placement on Ad RecognitionMedia Psychology10.1080/15213269.2015.112183119:4(479-504)Online publication date: 29-Feb-2016
https://doi.org/10.1080/15213269.2015.1121831
Resnick MAlbert W(2015)The Influences of Design Esthetic, Site Relevancy and Task Relevancy on Attention to Banner AdvertisingInteracting with Computers10.1093/iwc/iwv04228:5(680-694)Online publication date: 30-Dec-2015
https://doi.org/10.1093/iwc/iwv042
Ho H(2014)The effects of controlling visual attention to handbags for women in online shopsComputers in Human Behavior10.1016/j.chb.2013.08.00630(146-152)Online publication date: 1-Jan-2014
https://dl.acm.org/doi/10.1016/j.chb.2013.08.006
Resnick MAlbert W(2013)The Impact of Advertising Location and User Task on The Emergence of Banner Ad BlindnessProceedings of the Human Factors and Ergonomics Society Annual Meeting10.1177/154193121357123157:1(1037-1041)Online publication date: 30-Sep-2013
https://doi.org/10.1177/1541931213571231
Carrascosa JGonzález RCuevas RAzcorra AMuthukrishnan MEl Abbadi AKrishnamurthy B(2013)Are trending topics useful for marketing?Proceedings of the first ACM conference on Online social networks10.1145/2512938.2512948(165-176)Online publication date: 7-Oct-2013
https://dl.acm.org/doi/10.1145/2512938.2512948

View Options

Login options

Check if you have access through your login credentials or your institution to get full access on this article.

Full Access

Get this Publication

View options

PDF

View or Download as a PDF file.

PDF

eReader

View online with eReader.

eReader

Abstract

References

Cited By

Index Terms

Recommendations

Modeling the effect of habituation on banner blindness as a function of repetition and search type: gap analysis for future work

Aggressive priming online: Facebook adverts can prime aggressive cognitions

Ads suit up!: effects of website and advertiser credibility on consumer responses to banner ads

Comments

Information

Published In

Sponsors

Publisher

Publication History

Check for updates

Author Tags

Qualifiers

Conference

Acceptance Rates

Upcoming Conference

Contributors

Other Metrics

Bibliometrics

Article Metrics

Other Metrics

Citations

Cited By

Login options

Full Access

View options

PDF

eReader

Share

Share this Publication link

Share on social media

Affiliations