How to overcome online banner blindness? A study on the effects of creativity
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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
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
The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study
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DOI: 10.3390/fi13010018
Abstract: The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on… read more here.
Keywords: banner ads; discount; content elements; eye ... See more keywords