Effects of Animation on Attentional Resources of Online Consumers

Websites commonly use animation to capture the attentional resources of online consumers. While prior research has focused on the effects of animation on animated banner ads, limited research has examined the effects of animation on other items on the same webpage. Drawing from psychological theories that the amount of an individual’s attentional resources may vary under different conditions, this study focuses on the effects of animation on how individuals allocate attentional resources to both the animated item and the remaining non-animated items. We conducted an eye-tracking experiment to follow online consumers’ visual attention while they performed two types of online shopping tasks: browsing and searching tasks. The results showed that a product item that used animation led to increased visual attention to all items on a webpage, which suggests that the amount of attentional resources increases when a webpage includes animation. Meanwhile, animation influenced how individuals allocate their attentional resources such that it increased visual attention on the animated item at the expense of attention on nonanimated items on the same webpage. In addition, the type of shopping task moderated animation’s effect on how individuals allocate their attentional resources. Specifically, animation’s effect on attracting attentional resources to the animated item was stronger when online consumers browsed than when they searched for a specific target item. We discuss the theoretical and practical implications of our findings

The Impact of Animated Banner Ads on Online Consumers: A Feature-Level Analysis Using Eye Tracking

Despite the popular use of animated banner ads on websites, extant research on the effects of web animation has generated mixed results. We argue that it is critical to identify feature-level animation characteristics and examine their individual and combined effects on capturing online consumers’ attention across different task conditions. We identify three key animation features (i.e., motion, lagging, and looming) based on three attention theories and investigate their effects on online consumers’ attention and recall across browsing and searching tasks in three laboratory experiments using an eye tracking machine. Experiment 1 found that both motion and looming (animation features) are effective in attracting online consumers’ attention to animated ads when they are performing a browsing task. However, combining a salient feature (e.g., motion) with another salient feature (e.g., looming) does not improve the original attention attraction effect, suggesting a “banner saturation” effect. Further, we found that online consumers’ attention positively affects their recall performance. In Experiment 2, none of the animation features or their interactions had a significant effect when the subjects were performing a searching task, indicating that task is an important boundary condition when applying attention theories. Experiment 3 replicated Experiment 1 in a more realistic context and produced similar results. We conclude the paper by discussing theoretical and practical implications as well as avenues for future research

Exploring Effective Advertising Strategies: The Roles of Formats, Content Relevance and Shopping Tasks on Ad Recognition

The widespread application of Web-based technology has contributed not only to the content of advertising but also to the improvement of presentation formats. Animation has become a powerful presentation format on the Web. Despite its potential benefits, however, animation is no panacea. Practitioners and academics have been paying increased attention to the exploration of effective advertising strategies in the e-commerce environment. Drawing on theories in cognitive psychology, this study, by using a laboratory experiment, investigates the roles of presentation formats, content relevance and shopping tasks on ad recognition. The results show that abrupt and looming formats are effective formats in improving ad recognition. There is a significant three-way interaction between the formats, content relevance and shopping tasks on ad recognition. Specifically, the interaction effect of animation formats and content relevance is observed in browsing tasks, but not in searching tasks

Consumer Perception of Online Advertising - The Effects of Animation, Ad Characteristics, Repetition and Task Relevancy on Attention and Memory

Prior advertising research on advertising perception models has mainly focused on effects that occur after consumers have been exposed to advertising stimuli. Little research has examined how consumers are exposed to advertising and the quality of visual attention during advertising exposure. This doctoral dissertation examines how consumers allocate their visual attention to online ads and how consumers memorize ads in different viewing conditions. More precisely, the dissertation focuses on how ad format and location, animation, repetition, abrupt onsets, and task relevancy affect attention to ads and memory performance. The thesis employs theories of cognitive psychology, visual marketing and consumer behavior, advertising persuasion models and computer science and applies experimental methodologies such as eye tracking besides consumers' self-reported measures. The thesis consists of four essays. Essay 1 introduces a review of relevant theory and eye tracking methodology for online advertising research. The next three essays present experimental studies. Essay 2 investigates the effects of ad format and animation on attention and memory. Essay 3 examines the effects of repetition of ads on memory. Essay 4 investigates how animation, ad format and abrupt onsets of ads affect reading performance, and how online ads are perceived during free browsing compared to an instructed reading task. Our findings indicate that attention and memory for ads were significantly affected by consumers' intentions, ad characteristics and web page contents. Consumers are more likely to be attracted by ads when browsing web sites freely without a special task. Ad characteristics, such as animation and ad format interact and influence differently on attention and memory performance for ads depending on the ad's location on a page and the surrounding page content. The thesis also tested the effects of repetition of ads as a potential strategy to improve memory for ads. A significant positive effect was found already at rather low levels of repetition. Moreover, we also tested consumers' attention to abrupt onsets of ads. We registered a significant increase of attention to abrupt onsets of ads as compared with permanent ads especially during free browsing of web pages. This thesis increases our knowledge of the role and type of ad exposure on consumers' attention by evaluating the effectiveness of advertising exposure in dynamic online environment. This research is also the first attempt to evaluate the applicability of the primary eye tracking measures for online advertising. For advertisers, media traders and graphic designers this research proposes new strategies about how to adjust ad format and placement, animation and repetition to break through advertising clutter and reduce consumers' ad avoidance to develop stronger brand awareness and preferences

Effects of online advertising on children's visual attention and task performance during free and goal-directed internet use : A media psychology approach to children's website interaction and advert distraction

This dissertation consists of four eye-tracking studies that investigate how salient online advertising and children's level of executive function contributes to their advert distraction. In Study 1, children aged 9 were instructed to surf freely on the internet while all advert material appearing on-screen was registered. The analyses examined how perceptual prominence in each online advert was related to children's visual attention. In Study 2, a mock-up advergame website was designed with controlled advert conditions, and children aged 9 and 12 were instructed to solve a number of in-game tasks. This study investigated the combined effects of perceptual prominence (e.g. abrupt onset) and content relevance (e.g. personalized content) on children's advert distraction. The results of the first two studies showed significant positive effects of advert saliency on children's visual attention. Due to the task-oriented research design used in the second study, it was possible to interpret these effects on visual attention in terms of advert distraction. Both studies showed that higher levels of inhibitory control in children significantly decreased the effects of advert saliency on visual attention and advert distraction.The following two studies, investigated how advert animation affected children's online reading comprehension and information search on commercial websites. In Study 3, children aged 9 were presented with factual texts that they were instructed to read in order to answer comprehension questions. Each text was presented on a web page which also featured static or animated online adverts. In Study 4, children aged 9 were instructed to solve two online task types featuring concurrent online advertising: reading and information search. The results of these studies showed that animated online advertising had significant negative effects on children's task performance. In the third study, it was found that animated adverts had a negative effect on children's reading comprehension, and that this negative effect was stronger among children with low levels of inhibitory control. The fourth study found that advert animation had a significant positive effect on children's cognitive load across task types. Taken together, this dissertation project has studied children's online advert distraction in a wide range of realistic internet usage situations

Ad Intrusiveness, Loss of Control, and Stress: A Psychophysiological Study

As Internet advertising has become increasingly important in supporting free content, advertisers are trying to find novel ad formats (such as timed pop-up ads) to compete for users’ attention. Thus, it is becoming increasingly important to understand the effects of advertising characteristics on users’ emotions. To this end, we examine the effects of the ad characteristics perceptual salience and interference with user control on users’ perceived attentional and behavioral control, attentional and behavioral intrusiveness, and ultimately, stress. In this paper, we propose a theoretical model and report the results of a preliminary study that triangulates self-report measures with objective measures of psychophysiological activation. Preliminary data from a study using 36 participants indicates that the ad characteristics perceptual salience and interference with user control influence users’ perceived attentional and behavioral control. Preliminary analysis of facial electromyography data also suggests an influence of ad characteristics on affective responses

Shy or sociable : introversion/extraversion and message recall

textPersonality research has long been an area of interest in the study of consumer behavior. Currently, common practice is to segment prospective audiences by demographic variables (age, gender, and race) instead of psychographics (values, attitudes, personality). In this research, the author investigates the relationship between personality type (introversion/extraversion) and message recall. Using 122 undergraduate and graduate students, recall was examined across two forms of stimulus (incongruent and congruent messages). Results indicated that while there is no relationship between personality type and message recall, there is a relationship between the frequency of advertising messaging and recall. Results are discussed individually by messaging frequency and personality type with further suggestions for future research.Advertisin

The Effect of Repeated Ad Exposure and Physical Avoidance on Consumers’ Mobile Ad Response

Opt-in mobile advertisement platform services are increasingly popular. In this paper, we explore how repeated ad exposure and physical avoidance influence consumers’ responses to mobile ads. Using a unique panel-level data of 1,193,131 million users from Cash Slide, a Korean mobile advertising platform, we find that 1) repeated ad exposure and physical avoidance has a negative impact on a consumer’s response to mobile ads; 2) information richness in a mobile ad has a negative impact on mobile users’ response to ads; 3) the negative effect of a user’s repeated exposures to a mobile ad and physical avoidance increases in magnitude when the advertisement involves a context of higher information richness. Our finding bridges the gap in the extant literatures by examining the impact of repeated ad exposure and avoidance on consumers’ mobile ad response. Moreover, we provide practical implications to advertisers on the mobile platform

The decorative images' seductive effect in e-learning depends on attentional inhibition

Two studies sought to replicate and extend the seductive effect of decorative pictures in expository text comprehension to an e-learning environment. In the first study, undergraduate students read and answered questions about two texts, with and without decorative, irrelevant images, in an e-learning course. The presence of decorative images had a small detrimental effect on comprehension. In the second study, participants read more difficult texts (low prior knowledge texts in multiple screens) and completed working memory and inhibitory ability tests. A significant interaction between comprehension and perceptual/attentional inhibitory ability was found: Participants with lower inhibitory capacity were affected by irrelevant pictures. In conclusion, evidence supported the hypothesis of a detrimental effect of irrelevant, decorative images on comprehension in e-learning, particularly for students with low attentional inhibition.Fil: González, Federico M.. Universidad de Buenos Aires. Facultad de Psicología. Instituto de Investigaciones; ArgentinaFil: Saux, Gaston Ignacio. Consejo Nacional de Investigaciones Científicas y Técnicas; Argentina. Pontificia Universidad Católica Argentina "Santa María de los Buenos Aires". Facultad de Psicología y Psicopedagogía. Centro de Investigaciones en Psicología y Psicopedagogía; ArgentinaFil: Burin, Debora Ines. Universidad de Buenos Aires. Facultad de Psicología. Instituto de Investigaciones; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas; Argentin

The Effects of Animation on Information Seeking Performance on the World Wide Web: Securing Attention or Interfering with Primary Tasks?

Although animation is commonly used in the web environment, scant scientific evidence can be found either on the effects of animation on viewer information seeking performance or on the implications for online advertising. This paper reports a limited study that provides such scientific evidence. Using research results from visual attention and perception literature to guide the discovery, the study confirms four hypotheses. (1) Animation as a secondary stimulus deteriorates viewer information seeking performance. (2) As the difficulty of the task increases, viewer performance is less affected by animation. (3) Animation that is similar but irrelevant to a task has more negative impact on viewer performance than animation that is dissimilar to the task. (4) Animation that is brightly colored has a stronger negative effect on viewer performance than does dull colored animation. The study sheds light on the applicability of research results in visual attention to the web environment. It also provides practical guidance for content providers and online advertisers as they design and place online ads in web pages