The effect of banner animation on fixation behavior and recall performance in search tasks |
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| Authors: | K.-C. Hamborg M. Bruns F. Ollermann K. Kaspar |
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| Affiliation: | 1. Institute of Psychology, University of Osnabrück, Germany;2. Institute of Cognitive Science, University of Osnabrück, Germany |
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| Abstract: | Previous findings suggested that banner ads have little or no impact on perceptual behavior and memory performance in search tasks, but only in browsing paradigms. This assumption is not supported by the present eye-tracking study. It investigates whether task-related selective attention is disrupted depending on the animation intensity of banner ads when users are in a search mode as well as the impact of banner animation on perceptual and memory performance. |
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| Keywords: | Banner animation Search task Fixation behavior Recall performance |
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