Modeling the effect of habituation on banner blindness as a function of repetition and search type: gap analysis for future work

Authors:
Felix Portnoy;Gary Marchionini
Affiliations:
University of North Carolina at Chapel Hill, Chapel Hill, NC, USA;University of North Carolina at Chapel Hill, Chapel Hill, NC, USA
Venue:
CHI '10 Extended Abstracts on Human Factors in Computing Systems
Year:
2010

Citing 5
Cited 0

Designing online banner advertisements: should we animate?

Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Advertising on the Internet

Advertising on the Internet
Modeling the Clickstream: Implications for Web-Based Advertising Efforts

Marketing Science
High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten

ACM Transactions on Computer-Human Interaction (TOCHI)
Exploratory search: from finding to understanding

Communications of the ACM - Supporting exploratory search

Quantified Score

Hi-index	0.00

Visualization

Abstract

This paper provides a theoretical foundation to guide future work in online marketing research. Specifically, we target the phenomenon of banner blindness that prevents users from noticing online advertisements; thus, leading to a steady decline in revenues for online publishers and service providers. While habituation was identified as the main cause of banner blindness, there are competing behavioral models that predict different orienting response patterns as a function of repetition. This work bridges the theoretical gap between models in the marketing and ergonomics domains while illuminating an additional factor that has yet to be studied in this context -- search type. Finally, we outline future research steps to validate the user's response to online advertisements with an emphasis on a battery of physiological measurements.