The impacts of banner location, banner content and navigation style on banner recognition
Computers in Human Behavior
The role of context in perceptions of the aesthetics of web pages over time
International Journal of Human-Computer Studies
Optimizing direct response in Internet display advertising
Electronic Commerce Research and Applications
The influence of banner placement and navigation style on the recognition of advertisement banners
Proceedings of the 7th Nordic Conference on Human-Computer Interaction: Making Sense Through Design
Proceedings of the first ACM conference on Online social networks
Computers in Human Behavior
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Banner blindness, the phenomenon that the user will consciously or unconsciously ignore online banners while navigating a certain website, is a big problem for marketers and has been studied in the past. We present a study that tests the hypothesis whether the user's memory (free recall and recognition) is influenced by the user's goal orientation during navigation on a website and whether it is mediated by the correspondence of the banner content and website content (congruence). Participants in an explorative orientation show better memory for banners than users in a broad or narrow goal orientation. No differences between the congruent and incongruent conditions with regard to recall measures were found but the congruent condition yields slightly better recognition rates. Based on these findings further implications and research possibilities are discussed.