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.
Original language | English |
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Title of host publication | HCI in Business, Government, and Organizations |
Subtitle of host publication | eCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings |
Editors | Fiona Fui-Hoon Nah, Chuan-Hoo Tan |
Publisher | Springer |
Pages | 417-426 |
Number of pages | 10 |
ISBN (Print) | 9783319393957 |
DOIs | |
Publication status | Published - 2016 |
Event | Human Computer Interaction International 2011 - Orlando, United States Duration: 9 Jul 2011 → 14 Jul 2011 http://www.hcii2011.org/ |
Publication series
Name | Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) |
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Volume | 9751 |
ISSN (Print) | 0302-9743 |
ISSN (Electronic) | 1611-3349 |
Conference
Conference | Human Computer Interaction International 2011 |
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Country/Territory | United States |
City | Orlando |
Period | 09.07.2011 → 14.07.2011 |
Internet address |
Keywords
- Mere exposure effect
- Banner blindness
- Priming
- Implicit memory
- Inattentional blindness