Universität zu Köln

Rieger, Diana, Bartz, Franzisca and Bente, Gary (2015). Reintegrating the Ad Effects of Context Congruency Banner Advertising in Hybrid Media. J. Media Psychol., 27 (2). S. 64 - 78. GOTTINGEN: HOGREFE & HUBER PUBLISHERS. ISSN 2151-2388

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Abstract

Banner ads - often placed on the right-hand side of a website - are prone to lose their effectiveness due to banner blindness. The current study investigated whether context congruency was able to increase the banner's impact. Our study tested context congruencies (pictures or text elements or both) and their impact on awareness, retention, and attitude toward an advertisement. We used eye tracking to account for effects on visual attention relative to contact time and further information processing. Results indicated that complete context congruency including both visual and textual elements leads to higher visual awareness, better retention, and better attitudes toward the advertisement.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Rieger, Diana UNSPECIFIED UNSPECIFIED UNSPECIFIED Bartz, Franzisca UNSPECIFIED UNSPECIFIED UNSPECIFIED Bente, Gary UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-416600
DOI:	10.1027/1864-1105/a000131
Journal or Publication Title:	J. Media Psychol.
Volume:	27
Number:	2
Page Range:	S. 64 - 78
Date:	2015
Publisher:	HOGREFE & HUBER PUBLISHERS
Place of Publication:	GOTTINGEN
ISSN:	2151-2388
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language EYE-MOVEMENTS; WEB PORTALS; INFORMATION; ADVERTISEMENTS; RESPONSES; ATTITUDE; INVOLVEMENT; CONGRUITY; ATTENTION; METAPHOR Multiple languages Communication; Psychology, Multidisciplinary Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/41660