Orienting response and memory for web advertisements: Exploring effects of pop-up window and animation

Fangfang Diao, S. Shyam Sundar

Research output: Contribution to journalArticle

67 Citations (Scopus)

Abstract

This study investigated the effects of pop-up windows and animation on online users' orienting response and memory for Web advertisements. All participants (N = 60) in a mixed-design factorial experiment were exposed to four online portal Web sites, each containing a banner ad that was either animated or static and a pop-up ad that was also either animated or static. Their orienting responses during reception of the online sites were measured via heart-beats using electrocardiogram (ECG). Recall and recognition memory for ads and portal Web sites were measured via a postexposure paper-and-pencil questionnaire. Hypotheses derived from visual attention, motion effect, distinctiveness, bio-informational, and limited-capacity theories were tested. The results fully supported the proposition that pop-up ads elicit orienting responses. Ad recognition was lower whereas ad recall was higher for pop-up ads compared to banner ads. In addition to main effects, the data revealed several interaction effects, with implications for theory.

Original languageEnglish (US)
Pages (from-to)537-567
Number of pages31
JournalCommunication Research
Volume31
Issue number5
DOIs
StatePublished - Oct 1 2004

Fingerprint

Animation
Websites
Data storage equipment
Electrocardiography
Experiments
Ads
World Wide Web
questionnaire
experiment
interaction
Web Sites
Banner

All Science Journal Classification (ASJC) codes

  • Language and Linguistics
  • Communication
  • Linguistics and Language

Cite this

@article{43dccd9a1fea4d0bbe2c97346b6287b9,
title = "Orienting response and memory for web advertisements: Exploring effects of pop-up window and animation",
abstract = "This study investigated the effects of pop-up windows and animation on online users' orienting response and memory for Web advertisements. All participants (N = 60) in a mixed-design factorial experiment were exposed to four online portal Web sites, each containing a banner ad that was either animated or static and a pop-up ad that was also either animated or static. Their orienting responses during reception of the online sites were measured via heart-beats using electrocardiogram (ECG). Recall and recognition memory for ads and portal Web sites were measured via a postexposure paper-and-pencil questionnaire. Hypotheses derived from visual attention, motion effect, distinctiveness, bio-informational, and limited-capacity theories were tested. The results fully supported the proposition that pop-up ads elicit orienting responses. Ad recognition was lower whereas ad recall was higher for pop-up ads compared to banner ads. In addition to main effects, the data revealed several interaction effects, with implications for theory.",
author = "Fangfang Diao and Sundar, {S. Shyam}",
year = "2004",
month = "10",
day = "1",
doi = "10.1177/0093650204267932",
language = "English (US)",
volume = "31",
pages = "537--567",
journal = "Communication Research",
issn = "0093-6502",
publisher = "SAGE Publications Inc.",
number = "5",

}

Orienting response and memory for web advertisements : Exploring effects of pop-up window and animation. / Diao, Fangfang; Sundar, S. Shyam.

In: Communication Research, Vol. 31, No. 5, 01.10.2004, p. 537-567.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Orienting response and memory for web advertisements

T2 - Exploring effects of pop-up window and animation

AU - Diao, Fangfang

AU - Sundar, S. Shyam

PY - 2004/10/1

Y1 - 2004/10/1

N2 - This study investigated the effects of pop-up windows and animation on online users' orienting response and memory for Web advertisements. All participants (N = 60) in a mixed-design factorial experiment were exposed to four online portal Web sites, each containing a banner ad that was either animated or static and a pop-up ad that was also either animated or static. Their orienting responses during reception of the online sites were measured via heart-beats using electrocardiogram (ECG). Recall and recognition memory for ads and portal Web sites were measured via a postexposure paper-and-pencil questionnaire. Hypotheses derived from visual attention, motion effect, distinctiveness, bio-informational, and limited-capacity theories were tested. The results fully supported the proposition that pop-up ads elicit orienting responses. Ad recognition was lower whereas ad recall was higher for pop-up ads compared to banner ads. In addition to main effects, the data revealed several interaction effects, with implications for theory.

AB - This study investigated the effects of pop-up windows and animation on online users' orienting response and memory for Web advertisements. All participants (N = 60) in a mixed-design factorial experiment were exposed to four online portal Web sites, each containing a banner ad that was either animated or static and a pop-up ad that was also either animated or static. Their orienting responses during reception of the online sites were measured via heart-beats using electrocardiogram (ECG). Recall and recognition memory for ads and portal Web sites were measured via a postexposure paper-and-pencil questionnaire. Hypotheses derived from visual attention, motion effect, distinctiveness, bio-informational, and limited-capacity theories were tested. The results fully supported the proposition that pop-up ads elicit orienting responses. Ad recognition was lower whereas ad recall was higher for pop-up ads compared to banner ads. In addition to main effects, the data revealed several interaction effects, with implications for theory.

UR - http://www.scopus.com/inward/record.url?scp=4644354696&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=4644354696&partnerID=8YFLogxK

U2 - 10.1177/0093650204267932

DO - 10.1177/0093650204267932

M3 - Article

AN - SCOPUS:4644354696

VL - 31

SP - 537

EP - 567

JO - Communication Research

JF - Communication Research

SN - 0093-6502

IS - 5

ER -