Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad
Sign Up to like & getrecommendations! Published in 2019 at "International Journal of Advertising"
DOI: 10.1080/02650487.2018.1473023
Abstract: Abstract Media multitasking is on the rise due to the adoption of new technologies such as smartphones and tablets. In this article, we study how visual attention affects the impact that media multitasking has on… read more here.
Keywords: using eye; impact; attention; eye tracking ... See more keywords
How to overcome online banner blindness? A study on the effects of creativity
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Research in Interactive Marketing"
DOI: 10.1108/jrim-12-2019-0212
Abstract: Purpose This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute the boundary conditions for creativity to improve memory… read more here.
Keywords: page; banner; banner blindness; creativity ... See more keywords
Can a colonial flag become a banner for democracy? The Case of the Dragon and Lion flag and the 2019 Hong Kong protests
Sign Up to like & getrecommendations! Published in 2023 at "Current Sociology"
DOI: 10.1177/00113921231170649
Abstract: Why did Hong Kong protestors choose a symbol of former oppression – the old colonial flag – as a banner for their fight for democracy, rights and autonomy in 2019? We propose to answer this… read more here.
Keywords: hong kong; democracy; banner; colonial flag ... See more keywords
Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study
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DOI: 10.1177/10949968221087259
Abstract: Previous interactive marketing literature has concluded that banner attributes are key drivers of ad effectiveness and online consumer behaviors. In particular, prior advertising studies have largely defined the two most commonly used ad appeals in… read more here.
Keywords: hedonic utilitarian; online consumer; banner ads; banner ... See more keywords