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The Mind at Work: Intention, Action and Interpretation
Published in R. S. Bridger, Introduction to Human Factors and Ergonomics, 2017
“Banner Blindness”: Banners are distinctive perceptual objects located on web pages to help users orientate themselves during search (Figure 12.3). According to Benway (1998), these banners are often missed by web users, particularly when they are placed on top of the webpage, away from the links at the bottom. It seems that people don't just look at web pages, they look for things to click on and if banners are distant from links, or cannot be clicked on, their presence isn't registered. Banner blindness illustrates how it is possible to look at something, but not see it.
How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising
Published in International Journal of Human–Computer Interaction, 2020
Joni Salminen, Ilkka Kaate, Ahmed Mohamed Sayed Kamel, Soon-Gyo Jung, Bernard J. Jansen
Despite being applied to business contexts, we could locate no previous research in the HCI domain about applying personified user group information for online ad design. Ads, in general, have been studies within HCI as a cause for “banner blindness” (Resnick & Albert, 2014) or from the perspective of information saliency and placement (Cao et al., 2019). Some studies have also looked at emotional factors of technology-mediated advertising (Park & Salvendy, 2012) and using technology to adapt advertising for cognitively different users (Sourina & Liu, 2014). The common thread in previous studies is focusing on adverse effects such as interfering with users’ task (Lewandowska & Jankowski, 2017). Even when studies deal with improving ad UX, the focus tends to be on placement and size of ads, rather than their content. Given this, there is a need for experimental studies in HCI that focus on improving ad content, not only ad placement.