Universität zu Köln

Koester, Moritz, Rüth, Marco ORCID: 0000-0002-9923-002X, Hamborg, Kai-Christoph ORCID: 0000-0002-5868-755X and Kaspar, Kai ORCID: 0000-0002-5092-6798 (2015). Effects of Personalized Banner Ads on Visual Attention and Recognition Memory. Appl. Cogn. Psychol., 29 (2). S. 181 - 193. HOBOKEN: WILEY. ISSN 1099-0720

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Abstract

Internet companies collect a vast amount of data about their users in order to personalize banner ads. However, very little is known about the effects of personalized banners on attention and memory. In the present study, 48 subjects performed search tasks on web pages containing personalized or nonpersonalized banners. Overt attention was measured by an eye-tracker, and recognition of banner and task-relevant information was subsequently examined. The entropy of fixations served as a measure for the overall exploration of web pages. Results confirm the hypotheses that personalization enhances recognition for the content of banners while the effect on attention was weaker and partially nonsignificant. In contrast, overall exploration of web pages and recognition of task-relevant information was not influenced. The temporal course of fixations revealed that visual exploration of banners typically proceeds from the picture to the logo and finally to the slogan. We discuss theoretical and practical implications. Copyright (c) 2014 John Wiley & Sons, Ltd.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Koester, Moritz UNSPECIFIED UNSPECIFIED UNSPECIFIED Rüth, Marco marco.rueth@uni-koeln.de orcid.org/0000-0002-9923-002X UNSPECIFIED Hamborg, Kai-Christoph UNSPECIFIED orcid.org/0000-0002-5868-755X UNSPECIFIED Kaspar, Kai UNSPECIFIED orcid.org/0000-0002-5092-6798 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-406653
DOI:	10.1002/acp.3080
Journal or Publication Title:	Appl. Cogn. Psychol.
Volume:	29
Number:	2
Page Range:	S. 181 - 193
Date:	2015
Publisher:	WILEY
Place of Publication:	HOBOKEN
ISSN:	1099-0720
Language:	English
Faculty:	Faculty of Human Sciences
Divisions:	Faculty of Human Sciences > Department Psychologie
Subjects:	Psychology
Uncontrolled Keywords:	Keywords Language EYE FIXATIONS; RELEVANCE; BEHAVIOR; GAZE; ADVERTISEMENTS; BLINDNESS; PICTURES; RECALL; IMPACT; BIAS Multiple languages Psychology, Experimental Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/40665