A Short-Term Twofold Impact on Banner Ads

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

2 Citations (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.
Original languageEnglish
Title of host publicationHCI in Business, Government, and Organizations
Subtitle of host publicationeCommerce and Innovation - 3rd International Conference, HCIBGO 2016 and Held as Part of HCI International 2016, Proceedings
EditorsFiona Fui-Hoon Nah, Chuan-Hoo Tan
PublisherSpringer Vieweg
Pages417-426
Number of pages10
ISBN (Print)9783319393957
DOIs
Publication statusPublished - 2016
EventHuman Computer Interaction International 2011 - Orlando, United States
Duration: 9 Jul 201114 Jul 2011
http://www.hcii2011.org/

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9751
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

ConferenceHuman Computer Interaction International 2011
CountryUnited States
CityOrlando
Period09.07.201114.07.2011
Internet address

Keywords

  • Mere exposure effect
  • Banner blindness
  • Priming
  • Implicit memory
  • Inattentional blindness

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