Banner Blindness Revisited Users Dodge Ads on Mobile and Desktop

Banner Blindness Revisited: Users Dodge Ads on Mobile and Desktop
Banner Blindness Revisited: Users Dodge Ads on Mobile and Desktop

Banner blindness is a long-known web user behavior: it describes people’s tendency to ignore page elements that they perceive (correctly or incorrectly) to be ads. And, while webpage patterns and types of advertisements have evolved, banner blindness is still prevalent, our recent research shows.

Banner blindness is an instance of selective attention : people direct their attention only to a subset of the stimuli in the environment — usually those related to their goals. This behavior is a consequence of our limited attention capacities. If we were to attend to the enormous inflow of sounds and patterns that surround us, we would be overwhelmed and behave inefficiently.

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Banner Blindness Revisited: Users Dodge Ads on Mobile and Desktop | Shopping Online for an iPhone Plan Is Painful

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