The media equation: how people treat computers, television, and new media like real people and places
Designing online banner advertisements: should we animate?
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Explaining effects of eye gaze on mediated group conversations:: amount or synchronization?
CSCW '02 Proceedings of the 2002 ACM conference on Computer supported cooperative work
High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten
ACM Transactions on Computer-Human Interaction (TOCHI)
Eye Tracking Methodology: Theory and Practice
Eye Tracking Methodology: Theory and Practice
Preattentive processing of banner advertisements: The role of modality, location, and interference
Electronic Commerce Research and Applications
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
International Journal of Electronic Commerce
International Journal of Electronic Commerce
Generation Y, web design, and eye tracking
International Journal of Human-Computer Studies
How different information types affect viewer's attention on internet advertising
Computers in Human Behavior
Text Advertising Blindness: The New Banner Blindness?
Journal of Usability Studies
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As with all forms of advertising, exposure is a necessary prerequisite for Internet banner ad effectiveness. However, exposure does not guarantee a user's attention, an issue especially relevant to the Internet, where ad avoidance occurs most frequently. And if an ad is noticed, the message may or may not remain in the consumer's memory after cognitive processing. However, even if the advertising message is not consciously remembered, the exposure can be unconsciously processed and subsequently change the user's affective state. To investigate how attention levels influence users, this study uses eye tracking to measure the level of attention that results from an advertisement exposure and explores how different levels of attention influence users in conscious and unconscious ways. Also, we examine the effect of animation-one of the most popular attention-grabbing tools-on attention and how it moderates cognitive processing. By measuring and analyzing users' actual eye-movement data, we found that animation in banner ads not only attracts less attention than static ads but also reduces the positive effect of attention on memory. In addition, although more than half of the participants could not recognize the advertised brand, the animated banner ad was unconsciously processed and did influence attitudes toward the brand. The results suggest that animation in banner ads does not necessarily increase user attention, but that even if a user does not consciously notice a banner ad, the user's attitude toward the brand is influenced.