Orienting Response and Memory for Web Advertisements:

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 heartbeats 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.

The Uncanny Valley: The Effects of Rotoscope Animation on Motivational Processing of Depression Drug Messages

“…It should be noted, however, that previous research also exists which contradicts previous findings indicating that animation elicits orienting responses (ORs) (Diao & Sundar, 2004;Heo & Sundar, 2000). Diao and Sundar (2004) note that in this case, animation may actually serve as a perceptual cue that captures users' immediate attention.…”

“…Diao and Sundar (2004) note that in this case, animation may actually serve as a perceptual cue that captures users' immediate attention. Fox et al (2004) examined the impact of animated graphics in TV news stories on how viewers' processed hard and easy science-related stories using psychophysiological measures.…”

Effect of Emailed Messages on Return Use of a Nutrition Education Website and Subsequent Changes in Dietary Behavior

“…One such “hardwired” frame in the current study might be personalizing messages by addressing the emails to users by name. Likewise, online messages containing attributes such as animation, ad position, and novelty may elicit an involuntary orienting response [23,24], and the promotion of “new” content in the email reminder may have automatically captured user attention. In future studies, various frames should be tested for improving selective exposure as well as multimedia features such as animation.…”

The Impact of Color and Animation on Sports Viewers’ Attention to Televised Sponsorship Signage

“…Motion effect theories state that individu als orient their attention toward objects that move. Such orientations mean a natural response since unstable objects might represent threats or opportunities (Diao & Sundar, 2004). It is known that motion is more effective in attracting attention if the object moves unexpectedly; that is, constant or overwhelming motion will lead to diminished attention after a while (Reeves & Nass, 1996).…”