To Fit In or to Stand out? An Eye-Tracking Study Investigating Online Banner Effectiveness in a Media Multitasking Context

Author:

Beuckels Emma1,Hudders Liselot1,Cauberghe Veroline1,Bombeke Klaas1,Durnez Wouter1,Morton Jessica1

Affiliation:

1. Ghent University, Ghent, Belgium

Funder

Fonds Wetenschappelijk Onderzoek

Publisher

Informa UK Limited

Subject

Marketing,Communication,Business and International Management

Reference80 articles.

1. Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition

2. Bandura, A. 1994. Social cognitive theory of mass communication. In Media effects: Advances in theory and research, ed. J. Bryant and D. Zillmann, 61–90. Hillsdale, NJ: Lawrence Erlbaum Associates.

3. Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads

4. Banner Blindness: The Irony of Attention Grabbing on the World Wide Web

5. Berthold, A., J. Schmidt, and R. Kirchknopf. 2010. The ARD and ZDF Mediathek Portals. 17. https://tech.ebu.ch/docs/techreview/trev_2010-Q1_Mediathek.pdf.

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