Effect of animation in banner ads : an eye-tracking approach = 애니메이션 사용이 인터넷 배너광고의 효과에 미치는 영향 : 아이트래킹 접근방법을 중심으로an eye-tracking approach

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For an advertising message to be most effective, both consumer attention and cognitive processing are equally important. This paper investigates the effectiveness of Internet banner advertising in terms of visual attention and memory by measuring users’ actual eye movement with an eye-tracking device, and examines the moderating role of animation, which is one of the most popular attention-attracting tools. The first study demonstrates the effect of animation in banner ads on visual attention and then analyzes the effect of visual attention on explicit and implicit memory. Contrary to expectations, animated banner ads attracted less visual attention than static ads. The positive effect of visual attention on explicit memory, however, was found as expected. Although more than half of the participants could not recognize the advertised brand, the banner ads were registered in their implicit memory and influenced their attitude toward the brand. Fixation frequency had no effect on explicit memory whereas it did positively influence the attitude toward the advertised brand. Longer gaze duration appeared to promote explicit memory while average fixation duration negatively affected the attitude toward the brand. Meanwhile, animation was found to undermine the effect of visual attention on recognition by creating higher cognitive load. Findings from this study show how the theory of visual attention and mere exposure effects can be applied in the context of Internet advertising. The second study investigates the effects of Internet advertising repetition on visual attention and memory and the moderating role of animation on these effects. The results showed that users’ gaze duration significantly decreased with advertising repetition, but despite this rapid decline in visual attention, recognition rate rose with up to three repeated exposures. Recognition rate after eight exposures, however, did not show a significant difference from that after three exposures, whic...
Advisors
Ahn, Jae-Hyeonresearcher안재현researcher
Description
한국과학기술원 : 경영공학과,
Publisher
한국과학기술원
Issue Date
2011
Identifier
466285/325007  / 020055869
Language
eng
Description

학위논문(박사) - 한국과학기술원 : 경영공학과, 2011.2, [ vi, 75 p. ]

Keywords

visual attention; animation in banner ad; banner ad effectiveness; Internet advertising; eye-tracker; 아이트래커; 시각적 주의; 배너광고의 애니메이션; 배너광고의 효과; 인터넷 광고

URI
http://hdl.handle.net/10203/53539
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=466285&flag=dissertation
Appears in Collection
KGSM-Theses_Ph.D.(박사논문)
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