Why and when will banner blindness occur? an analysis based on the dual processing theory

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publication14th Americas Conference on Information Systems, AMCIS 2008
Pages2326-2334
Volume4
Publication statusPublished - 2008

Publication series

Name
Volume4

Conference

Title14th Americas Conference on Information Systems, AMCIS 2008
PlaceCanada
CityToronto, ON
Period14 - 17 August 2008

Abstract

As an advertising tool, banners have been widely adopted by online marketers. However, because of low click-through rates, banners' effectiveness has been questioned. A phenomenon called "banner blindness" suggests that salient stimuli, such as banners, are often missed by Internet users. This contradicts the distinctiveness view which argues that salient stimuli are more likely to attract users' attention. However, the underlying mechanisms that cause "banner blindness" are still not well understood. Based on dual-processing theory, we develop a model to explain why and how banner blindness occurs. Specifically, we propose that banner blindness occurs because users actively or automatically control their attention to banners. Additionally, in controlled banner suppression situations, users' motivation- and capacity-related factors determine the degree of banner blindness. Conversely, when banner suppression becomes automatic, a user's habit of suppressing banners becomes an important factor affecting the degree of banner blindness. We propose that habit moderates the relationships between motivation, capacity, and banner blindness.

Research Area(s)

  • Banner blindness, Dual processing theory, Load theory, Theory of reasoned action, Web design strategy

Citation Format(s)

Why and when will banner blindness occur? an analysis based on the dual processing theory. / Sun, Yongqiang; Lim, Kai H.; Peng, Jerry Zeyu; Jiang, Chunping; Chen, Xiaojian.

14th Americas Conference on Information Systems, AMCIS 2008. Vol. 4 2008. p. 2326-2334.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review