Attention for Web Directory Advertisements: A Top-Down or Bottom-Up Process?

Cao, Yaqin; Qu, Qing-Xing; Duffy, Vincent G.; Ding, Yi

doi:10.1080/10447318.2018.1432162

Cited by 23 publications

(5 citation statements)

References 78 publications

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“…Despite being applied to business contexts, we could locate no previous research in the HCI domain about applying personified user group information for online ad design. Ads, in general, have been studies within HCI as a cause for "banner blindness" (Resnick & Albert, 2014) or from the perspective of information saliency and placement (Cao et al, 2019). Some studies have also looked at emotional factors of technologymediated advertising (Park & Salvendy, 2012) and using technology to adapt advertising for cognitively different users (Sourina & Liu, 2014).…”

Section: Applying Personas In the Business Sectormentioning

confidence: 99%

How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising

Salminen

Kaate

Kamel

et al. 2020

International Journal of Human–Computer Interaction

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This research explores the value of personas for supporting professional advertisers to design adverts for social media. We test if a personified user group (PUG), when provided to online ad designers, results in better ad performance than when using a non-personified user group (NUG) that had no face picture or name. Our experiment has 30 participants that created Facebook ads using both PUG and NUG. We found that using PUG did increase advertising click performance of ads created by people who are more experienced with ads and personas. Moreover, an analysis of the ad texts showed that the use of PUG increased the empathy of the created ads, supporting the foundational empathy benefit cited in HCI literature. However, the use of PUG did not significantly increase purchase intent. The results imply that using PUG for online ad design evokes more empathy and improves click-through performance. More empathetic ads can have a positive impact on social media users, given that they appear to increase relevance.

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Section: Applying Personas In the Business Sectormentioning

confidence: 99%

How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising

Salminen

Kaate

Kamel

et al. 2020

International Journal of Human–Computer Interaction

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“…Statistical significance for all tests was set at p < 0.05. Outliers were deleted using boxplots [28,29]. Raw brain signal data and materials for the three tasks can be downloaded from https://pan.baidu.com/s/1N59vdIT0JlkYdNPwP4yo3w.…”

Section: Subjective Statistical Analysismentioning

confidence: 99%

Measuring Mental Workload Using ERPs Based on FIR, ICA, and MARA

Sun¹,

Ding²,

Jiang³

et al. 2022

Computer Systems Science and Engineering

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Mental workload is considered to be strongly linked to human performance, and the ability to measure it accurately is key for balancing human health and work. In this study, brain signals were elicited by mental arithmetic tasks of varying difficulty to stimulate different levels of mental workload. In addition, a finite impulse response (FIR) filter, independent component analysis (ICA), and multiple artifact rejection algorithms (MARAs) were used to filter event-related potentials (ERPs). Then, the data consisting of ERPs, subjective ratings of mental workload, and task performance, were analyzed through the use of variance and Spearman's correlation during a simulated computer task. We found that participants responded faster and performed better in the easy task condition, followed by the medium and high-difficulty conditions, which verifies the validity of the ERP filtering. Moreover, larger P2 and P3 waveforms were evoked as the task difficulty increased, and a higher task difficulty elicited a more enhanced N300. Correlation analysis revealed a negative relationship between the amplitude of P3 and the subjective ratings, and a positive relationship between the P3 amplitude and accuracy. The results presented in this paper demonstrate that a combination of FIR, ICA, and MARA methods can filter ERPs in the non-invasive real-time measurement of workload. Additionally, frontocentral P2, N3, and parietal P3 components showed differences between genders. The proposed measurement of mental workload can be useful for real-time identification of mental states and can be applied to human-computer interaction in the future.

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“…Cao és munkatársai (2018) kutatásuk alapján azt a következtetést vonták le, hogy a banner hirdetések legoptimálisabb módon a középső területeken, illetve a bal felső negyedben helyezhetők el. Ezen felül azt állítják, hogy az oldal közepén elhelyezett hirdetéseket célszerű feltűnő színnel elkészíteni a vizuális figyelemfelkeltés érdekében (Cao et al, 2018). Korpás és Szabó (2019) bizonyítékot találtak arra, hogy a megjelent reklámok megmaradtak a vizsgálat alanyainak az emlékezetében a bannervakság jelenléte ellenére is.…”

Section: A Bannervakság Fogalma éS Korábbi Kutatásaiunclassified

Válogatás a 35. Országos Tudományos Diákköri Konferencia Közgazdaságtudományi Szekció első helyezett pályamunkáiból : Tanulmánykötet

2021

Litera Oeconomiae

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Attention for Web Directory Advertisements: A Top-Down or Bottom-Up Process?

Cited by 23 publications

References 78 publications

How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising

How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising

Measuring Mental Workload Using ERPs Based on FIR, ICA, and MARA

Válogatás a 35. Országos Tudományos Diákköri Konferencia Közgazdaságtudományi Szekció első helyezett pályamunkáiból : Tanulmánykötet

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