Global investments in online advertising rise quickly but internet users often avoid looking at ads due to established banner blindness. Demographic targeting is expected to overcome this tendency by attracting users’ attention to more self-relevant ad content. However, little is known about the effect of demographically targeted versus non-targeted ads on users’ actual attention allocation during exposure to webpages. The present study aimed to further fill this empirical gap by clarifying whether demographic targeting attracts visual attention and to exploratively examine whether it also affects brand attitude and website evaluation, as suggested by previous studies. Eye tracking data revealed that demographic targeting can have medium- to large-sized effects on several eye movement parameters when internet users are in a free-viewing mode. In contrast, demographic targeting did not influence brand attitude and website evaluation. We conclude that attention for personally relevant advertisement can be strong. However, attention, although being a necessary condition for subsequent judgment formation according to the model of human information processing, is not sufficient to elicit positive effects at the level of subjective judgments.

Previous research on news perception has been dominated by a cognitively oriented perspective on reception processes, whereas emotions have been widely neglected. Consequently, it has remained open which features of a news story might elicit affective responses and hence modulate news perception, shifting the focus to the emotional potential of the narrative. According to the affective-disposition theory, the experience of suspense is the striving force of immersion in fictional dramas. Thereby, a positive affective disposition toward the protagonist of a story and a high likelihood of a bad ending should increase suspense that, in turn, should positively influence reading appreciation and lingering interest in the story. We investigated whether suspense and its determinants also play such a key role in the context of news stories. Study 1 (n = 263) successfully replicated results of an earlier study, whereas Studies 2 (n = 255) and 3 (n = 599) challenged the generalizability of some effects related to manipulated characteristics of a news story. In contrast, correlational relationships between perceived news characteristics and news evaluation were relatively stable. In particular, participants' liking of the protagonist and the perceived likelihood of a good ending were positively associated with suspense, reading appreciation, and lingering interest. This result indicates a preference for happy endings and contradicts the notion that likely negative outcomes are beneficial for suspense and the enjoyment of news stories, as postulated by the affective-disposition theory in the context of fictional dramas. Moreover, experienced suspense reliably mediated the correlations between, on the one hand, participants' liking of the protagonist and the perceived likelihood of a good ending and, on the other hand, reading appreciation and lingering interest. The news story's personal relevance was less influential than expected. Further, we observed a large absence of interaction effects, indicating that central characteristics of a news story can be independently varied to a large degree. In a nutshell, we may conclude that suspense significantly mediates the correlation between perceived news characteristics and the enjoyment of news stories, whereas manipulations of news characteristics do not necessarily influence the enjoyment of narratives as desired.