A Short-Term Twofold Impact on Banner Ads

Harald Kindermann

doi:10.1007/978-3-319-39396-4_38

A Short-Term Twofold Impact on Banner Ads

Harald Kindermann

Publikation: Beitrag in Buch/Bericht/Tagungsband › Konferenzbeitrag › Begutachtung

3 Zitate (Scopus)

Abstract

In light of the situation that banner ads are normally ignored by the target group, the question arises of whether the placement of such ads is reasonable.Referring to the mere exposure effect and priming mechanism, some impact can be derived, however, not always as desired. Depending on existing positive or negative predispositions toward a specific brand, the effect of such a banner can be either positive or negative. It seems that a banner from a negatively perceived brand triggers negative predisposition, hence leading to decreased brand choice.

Originalsprache	Englisch
Titel	HCI in Business, Government, and Organizations
Untertitel	eCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings
Redakteure/-innen	Fiona Fui-Hoon Nah, Chuan-Hoo Tan
Herausgeber (Verlag)	Springer
Seiten	417-426
Seitenumfang	10
ISBN (Print)	9783319393957
DOIs	https://doi.org/10.1007/978-3-319-39396-4_38
Publikationsstatus	Veröffentlicht - 2016
Veranstaltung	Human Computer Interaction International 2011 - Orlando, USA/Vereinigte Staaten Dauer: 9 Juli 2011 → 14 Juli 2011 http://www.hcii2011.org/

Publikationsreihe

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Band	9751
ISSN (Print)	0302-9743
ISSN (elektronisch)	1611-3349

Konferenz

Konferenz	Human Computer Interaction International 2011
Land/Gebiet	USA/Vereinigte Staaten
Ort	Orlando
Zeitraum	09.07.2011 → 14.07.2011
Internetadresse	http://www.hcii2011.org/

Schlagwörter

Mere exposure effect
Banner blindness
Priming
Implicit memory
Inattentional blindness

Zugriff auf Dokument

10.1007/978-3-319-39396-4_38

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Link zur Publikation in Scopus

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Kindermann, H. (2016). A Short-Term Twofold Impact on Banner Ads. in F. F.-H. Nah, & C.-H. Tan (Hrsg.), HCI in Business, Government, and Organizations: eCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings (S. 417-426). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Band 9751). Springer. https://doi.org/10.1007/978-3-319-39396-4_38

Kindermann, Harald. / A Short-Term Twofold Impact on Banner Ads. HCI in Business, Government, and Organizations: eCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings. Hrsg. / Fiona Fui-Hoon Nah ; Chuan-Hoo Tan. Springer, 2016. S. 417-426 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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Kindermann, H 2016, A Short-Term Twofold Impact on Banner Ads. in FF-H Nah & C-H Tan (Hrsg.), HCI in Business, Government, and Organizations: eCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), Bd. 9751, Springer, S. 417-426, Human Computer Interaction International 2011, Orlando, USA/Vereinigte Staaten, 09.07.2011. https://doi.org/10.1007/978-3-319-39396-4_38

A Short-Term Twofold Impact on Banner Ads. / Kindermann, Harald.
HCI in Business, Government, and Organizations: eCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings. Hrsg. / Fiona Fui-Hoon Nah; Chuan-Hoo Tan. Springer, 2016. S. 417-426 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Band 9751).

Publikation: Beitrag in Buch/Bericht/Tagungsband › Konferenzbeitrag › Begutachtung

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KW - Priming

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KW - Inattentional blindness

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KW - Priming

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Kindermann H. A Short-Term Twofold Impact on Banner Ads. in Nah FFH, Tan CH, Hrsg., HCI in Business, Government, and Organizations: eCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings. Springer. 2016. S. 417-426. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-319-39396-4_38

A Short-Term Twofold Impact on Banner Ads

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