Modeling the effect of habituation on banner blindness as a function of repetition and search type: gap analysis for future work
Modeling the effect of habituation on banner blindness as a function of repetition and search type: gap analysis for future work
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DOI：
10.1145/1753846.1754142
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发表时间：
2010-04
期刊：
影响因子：
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通讯作者：
Felix Portnoy;G. Marchionini
中科院分区：
文献类型：
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作者：
Felix Portnoy;G. Marchionini
本文的研究为今后的网络营销研究提供了理论基础。具体来说，我们针对的是横幅盲视现象，这种现象阻止用户注意到在线广告;因此，导致在线出版商和服务提供商的收入稳步下降。虽然习惯化被认为是横幅盲视的主要原因，但有竞争性的行为模型预测不同的定向反应模式作为重复的函数。这项工作的桥梁模型之间的理论差距，在市场营销和人体工程学领域，同时照亮了一个额外的因素，还有待研究，在这种情况下-搜索类型。最后，我们概述了未来的研究步骤，以验证用户的反应，以在线广告的生理测量电池的重点。
This paper provides a theoretical foundation to guide future work in online marketing research. Specifically, we target the phenomenon of banner blindness that prevents users from noticing online advertisements; thus, leading to a steady decline in revenues for online publishers and service providers. While habituation was identified as the main cause of banner blindness, there are competing behavioral models that predict different orienting response patterns as a function of repetition. This work bridges the theoretical gap between models in the marketing and ergonomics domains while illuminating an additional factor that has yet to be studied in this context -- search type. Finally, we outline future research steps to validate the user's response to online advertisements with an emphasis on a battery of physiological measurements.