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

Effects of White Space on Consumer Perceptions of Value in E-Commerce

As e-commerce becomes an increasingly large industry, questions remain about how the isolated effects of design elements on websites influence consumer perceptions and purchasing behavior. This study used a quantitative approach to measuring the effect of a ubiquitous element of design, white space, on the perception of the monetary value of individual items. White space is a key component of design and website usability, yet it has been shown to be related to the perception of luxury. Little is known about the direct relationship between manipulation of white space and the outcomes on consumer perceptions of value in an e-commerce context. This study found no significant difference between two levels of total white space area (large vs. small) measured by participants\u27 perceived cost of items (chairs). In contrast, while holding total white space constant, the effect of white space distance between images was significant for males but not for females. Additionally, no significant relationship between gender and frequency of online shopping behavior was found, χ2(1) = 3.19, p = .07, ϕ = .17. Gender and amount of time spent per month online were significantly related, χ2(1) = 6.21, p = .013, ϕ = .24

2021 MFA Thesis Exhibitions

MFA class of 2021: K. Clark, Mary Climes, Nyasha Madamombe, Conor McGrann, Jake R. Miller, Quynh Nguyen, Lilly Saywitz, Gina Stucchio, Lauren Terry, Alissa Walls, Erin Wohletz

How does website design in the e-banking sector affect customer attitudes and behaviour?

This thesis researches the interface between ebanks and their customers. An industry traditionally based upon personal contact, the rise of ebanking has changed this relationship such that transactions are now mainly conducted via website interfaces. The resultant loss of personal contact between bank and customer has removed many of the cues available to customers upon which judgments of service, reliability and trust were made. The question raised by this change is: what factors influence consumer choice when viewing bank websites? The arguments of this thesis are that user evaluation of websites and their willingness to use those websites is based not only on user centred factors such as motivation, experience and knowledge but also upon their appraisal of website structure and content

Visual and textual appeals in banner advertising: A Content analysis

This study investigated textual and visual variables of banner advertisements. A number of research questions were addressed by content analyzing banner advertisements from social media and social networking Websites, including YouTube and Facebook. Implications of linking types of banner advertisements to types of social media sites, including differences between visual and textual content of banner advertisements, are addressed. Results indicate that there were notable differences between banner advertisements found on these sites. Ads are more likely to contain greater visual aspects such as animation on social media sites than they are on social networking sites. Further studies should examine how visual and textual appeals affect recognition and attitudes towards a brand or product

Public: An Exploration of Community, Environment, and Technology

This project examines the potential of computer technology to enhance navigation within, and incorporate information-sharing into, the public urban environment

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

HyperBody: An Experimental VR Game Exploring the Cosmotechnics of Game Fandom through a Posthumanist Lens

Interdependencies among ACGN (Anime, Comics, Games, and Novels) communities in China, Hong Kong, and Taiwan are growing. However, game studies and fan studies remain distinct disciplines. This cross-disciplinary thesis bridges this gap by investigating "game-fandom" practices in VR production, defined as the fusion of game and fan studies within the ACGN context. Drawing from Yuk Hui's "cosmotechnics" and Karen Barad's posthumanist perspective, this research reconsiders the relationship between cosmology, morality, and technology (Hui 2017). It employs "intra-action" to emphasise the indivisible, dynamic relations among specified objects (Barad 2007). Cultural practices in C-pop idol groups, Chinese BL (Boys' Love) novels, science fiction, and modding communities are analysed, illuminating the ACGN fandom's cultural, technological, and affective dimensions. This work features the creation, description, and evaluation of an experimental VR game, "HyperBody", which integrates the written thesis by reflecting game-fandom's cosmotechnics and intra-actions. The thesis offers two significant contributions: "queer tuning", a theory illuminating new cultural, technological, and affective turns within fandom and computational art, and a "diffractive" approach, forming a methodological framework for posthuman performative contexts. This diffractive framework enables practical contributions such as creating and describing experimental VR productions using the sound engine. It also highlights a thorough evaluation approach reconciling quantitative and qualitative methods in VR production analysis, investigating affective experiences, and exploring how users engage creatively with queer VR gamespaces. These contributions foster interdisciplinary collaboration among VR, game design, architecture, and fandom studies, underscoring the inextricable link among ethics, ontology, and epistemology, culminating in a proposed ethico-onto-epistem-ological framework

I-Light Symposium 2005 Proceedings

I-Light was made possible by a special appropriation by the State of Indiana. The research described at the I-Light Symposium has been supported by numerous grants from several sources. Any opinions, findings and conclusions, or recommendations expressed in the 2005 I-Light Symposium Proceedings are those of the researchers and authors and do not necessarily reflect the views of the granting agencies.Indiana University Office of the Vice President for Research and Information Technology, Purdue University Office of the Vice President for Information Technology and CI