Eye-Catcher of Blind Spot? The Effect of Photographs of Faces on eCommerce Sites
I3E '02 Proceedings of the IFIP Conference on Towards The Knowledge Society: E-Commerce, E-Business, E-Government
Location location location: viewing patterns on WWW pages
Proceedings of the 2006 symposium on Eye tracking research & applications
High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten
ACM Transactions on Computer-Human Interaction (TOCHI)
Validating the use and role of visual elements of web pages in navigation with an eye-tracking study
Proceedings of the 17th international conference on World Wide Web
On-line newspapers and multimedia content: an eye tracking study
Proceedings of the 26th annual ACM international conference on Design of communication
The good, the bad, and the random: an eye-tracking study of ad quality in web search
Proceedings of the 33rd international ACM SIGIR conference on Research and development in information retrieval
Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach
International Journal of Electronic Commerce
SERPs and ads on mobile devices: an eye tracking study for generation y
UAHCI'13 Proceedings of the 7th international conference on Universal Access in Human-Computer Interaction: user and context diversity - Volume 2
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Banner blindness, the phenomenon of website users actively ignoring web banners, was first reported in the late 1990s. This study expands the banner blindness concept to text advertising blindness and examines the effects of search type and advertisement location on the degree of blindness. Performance and eye-tracking analyses show that users tend to miss information in text ads on the right side of the page more often than in text ads at the top of the page. Search type (exact or semantic) was also found to affect performance and eye-tracking measures. Participant search strategies differed depending on search type and whether the top area of the page was perceived to be advertising or relevant content. These results show that text ad blindness occurs, significantly affects search performance on web pages, and is more prevalent on the right side of the page than the top.