A Short-Term Twofold Impact on Banner Ads
H. Kindermann - A Short-Term Twofold Impact on Banner Ads - Proceedings of HCI International 2016; Springer Lecture Notes in Computer Science, Orlando, Vereinigte Staaten von Amerika, 2011, pp. 417-426
In light of the situation that banner ads are normally ignored by the target group, the question arises of whether the placement of such ads is reasonable.Referring to the mere exposure effect and priming mechanism, some impact can be derived, however, not always as desired. Depending on existing positive or negative predispositions toward a specific brand, the effect of such a banner can be either positive or negative. It seems that a banner from a negatively perceived brand triggers negative predisposition, hence leading to decreased brand choice.