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Online ad banners: the effects of goal orientation and content congruende on memory

Heinz, S. and Hug, M. and Nugaeva, C. and Opwis, K.. (2013) Online ad banners: the effects of goal orientation and content congruende on memory. In: CHI '13 extended abstracts on human factors in computing systems, CHI '13. New York, pp. 1875-1880.

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Official URL: http://edoc.unibas.ch/dok/A6124659

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Abstract

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 (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.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Forschungsbereich Persönlichkeits- und Entwicklungspsychologie > Allgemeine Psychologie und Methodologie (Opwis)
UniBasel Contributors:Heinz, Silvia and Hug, Markus and Opwis, Klaus
Item Type:Conference or Workshop Item, refereed
Conference or workshop item Subtype:Conference Paper
Bibsysno:Link to catalogue
Publisher:ACM
Note:Publication type according to Uni Basel Research Database: Conference paper
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Last Modified:13 Sep 2013 08:00
Deposited On:13 Sep 2013 07:58

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