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ERIC Number: ED546210
Record Type: Non-Journal
Publication Date: 2012
Pages: 177
Abstractor: As Provided
Reference Count: N/A
ISBN: 978-1-2676-0028-8
Avoiding Ad Avoidance: Factors Affecting the Perception of Online Banner Ads
Portnoy, Felix
ProQuest LLC, Ph.D. Dissertation, The University of North Carolina at Chapel Hill
This dissertation examined the effect of search type, ad saliency, and ad repetition on the perception of online banner advertisements. In the first study, 48 student participants conducted simulated search tasks using mixed factorial design where search type (known-item vs. exploratory) was manipulated within-subject and the banner saliency level (low (black and white) vs. medium (color) vs. high (color animation)) was manipulated between subjects. The results showed a significant effect for search type, such that during an exploratory search task the participants had a higher average number of eye fixations on the banner ads compared with known-item search. In addition, there was a significant difference between high and low ad saliency levels, such that participants exposed to low salient ads had a higher average number of eye fixations on the banner ads as compared with high salient ads. There was no significant effect of ad repetition on ad perception. A second study replicated the original experimental design but used four novice Internet users. The results from the second study provide preliminary support to the asymptotic habituation model, which predicts an inverse decline of an orienting response to banner ads as a function of repetition. This dissertation concludes with applicable design recommendation for banner ad deployment to ensure visibility while maintaining a positive user experience. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
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Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A