The Influence of Display Characteristics on Visual Exploratory Search Behavior

Janiszewski, Chris

doi:10.1086/209540

Cited by 373 publications

(257 citation statements)

References 4 publications

(3 reference statements)

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“…Consumer search can be goal directed or exploratory (Janiszewski 1998). Online consumers include both buying consumers and information seekers (Moe 2003Montgomery, Li, Srinivasan, & Lietchy, 2004).…”

Section: Prior Workmentioning

confidence: 99%

Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets

Agarwal

Hosanagar

Smith

2011

Journal of Marketing Research

305

171

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Sponsored search accounts for 40% of the total online advertising market. These ads appear as ordered lists along with the regular search results in search engine results pages. The conventional wisdom in the industry is that the top position is the most desirable position for advertisers. This has led to intense competition among advertisers to secure the top positions in the results pages.We evaluate the impact of ad placement on revenues and profits generated from sponsored search using data for several hundred keywords from the ad campaign of an online retailer. Using a hierarchical Bayesian model, we measure the impact of ad placement on both click-through rate and conversion rate for these keywords. We find that while click through rate decreases with position, conversion rate first increases and then decreases with position for longer keywords. The net effect is that, contrary to conventional wisdom, the topmost position in sponsored search advertisements is not necessarily the revenue-or profit-maximizing position. Our results inform the advertising strategies of firms participating in sponsored search auctions and provide insight into consumer behavior in these environments. Specifically, they help correct a significant misunderstanding among advertisers regarding the value of the top position. Further, they reveal potential inefficiencies in present auction mechanisms used by the search engines. the likelihood that a consumer will buy a product) and advertising costs.2 Thus, the net impact of ad position on overall revenues and profits is not well understood.In this paper we address this question by empirically analyzing how ad position in sponsored search impacts an advertiser's revenues and overall profits. We use a unique panel dataset from a Search Engine Marketing (SEM) firm that catalogs daily clicks, conversions, and cost data for multiple keywords sponsored by one of its clients. One of the challenges with sponsored search data is that clicks and conversions are sparse. In order to address this, we use a hierarchical Bayesian model to analyze the click and conversion probabilities in this environment while accounting for heterogeneity across keywords. Our findings suggest that, contrary to conventional wisdom, the topmost positions for keywords in our dataset are associated with lower revenues relative to lower (and less expensive) positions. Our results confirm that ad clickthrough rate decreases with position. However, we find that the conversion rate and revenue initially increase and then decrease with ad position for longer keyphrases. For shorter keyphrases, the revenue decreases with position. However, the costs are much higher in the top positions resulting in higher profits at lower position.Our paper makes two main contributions. First, our paper provides key managerial insights for advertisers. A common assumption in the industry is that the value of a click from a sponsored search campaign is independent of the position of the advertisement. Our results indicate this is not...

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Section: Prior Workmentioning

confidence: 99%

Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets

Agarwal

Hosanagar

Smith

2011

Journal of Marketing Research

305

171

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“…Ultimately, this would give them the ability to disregard banner ads. Janiszewski (1998) shows that peripheral vision allows subjects to recognize objects that are located outside their focal point of attention (as measured by the eyetracking device). This ability, coupled with the fact that most banner ads have the same shape (468x60 pixels) provides web surfers with the ability to train themselves into recognizing banner ads for what they are without having to actually focus on them.…”

Section: Study 1: Eye-trackingmentioning

confidence: 99%

“…The use of eye-tracking devices in marketing studies is not new. Russo and Leclerc (1994) studied in-store brand choice, Fischer et al (1989) studied warning labels on tobacco ads, Janiszewski (1998) looked at exploratory search behavior with catalogs, Kroeber-Riel (1979) investigated the effect of arousal on advertising copy processing, and Lohse (1997) studied Yellow Page advertising.…”

Section: Study 1: Eye-trackingmentioning

confidence: 99%

Internet advertising: Is anybody watching?

Drèze

Hussherr

2003

Journal of Interactive Marketing

505

350

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Click-through rates are still the de facto measure of Internet advertising effectiveness. Unfortunately, click-through rates have plummeted. This decline prompts two critical questions: (1) Why do banner ads seem to be ineffective and (2) what can advertisers do to improve their effectiveness? To address these questions, we utilized an eye-tracking device to investigate online surfers’ attention to online advertising. Then we conducted a large-scale survey of Internet users’ recall, recognition, and awareness of banner advertising. Our research suggests that the reason why click-through rates are low is that surfers actually avoid looking at banner ads during their online activities. This implies that the larger part of a surfer's processing of banners will probably be done at the pre-attentive level. If such is the case, click-through rate is an ineffective measure of banner ad performance. Our research also shows that banner ads do have an impact on traditional memory-based measure of effectiveness. Thus, we claim that advertisers should rely more on traditional brand equity measures such as brand awareness and advertising recall. Using such measures, we show that repetition affects unaided advertising recall, brand recognition, and brand awareness and that a banner's message influences both aided advertising recall and brand recognition.

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“…The goal-oriented customers would plan in advance what they needed to buy [12], and they intended to collect information of products they needed to buy first [13], [43], they also needed the quickness to search the information [32], they selected the products with certain goals, called utilitarian shopping value [6], [14], [32]. Whereas the exploration-oriented customers would buy the products without planning in advance, they needed browsing the information for amusement, entertainment, or for escaping the routine work [32], called hedonic shopping value [6], [14] [32].…”

Section: Internet Shopping Valuementioning

confidence: 99%

Understanding a Proposed Model of Customer Loyalty Formation in B2C e-Commerce

Homsud¹,

Chaveesuk²

2014

IJFCC

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Abstract-Customer loyalty is a key determinant of B2C e-commerce survival, competitive advantage, and the long-term success. Loyalty can be divided into 2 types: attitudes loyalty, represented by customer purchase intention and customer's positive word of mouth, and behavioral loyalty, represented by customer repurchase intention. Based on literature review, it was found that customer loyalty antecedents included website quality, customer trust, perceived value of customer, and customer satisfaction. The purpose of this paper is to build a proposed model based on DeLone & McLean e-commerce success model and adding related factor between website quality and customer loyalty, which consists of internet shopping value, customer trust, and customer satisfaction. This proposed model provides more understanding of the factors that influence customer loyalty in B2C e-commerce. It also presents hypotheses and develops a structural equation model for further empirical studies.Index Terms-B2C e-commerce, e-commerce success model, website quality, customer loyalty.

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The Influence of Display Characteristics on Visual Exploratory Search Behavior

Cited by 373 publications

References 4 publications

Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets

Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets

Internet advertising: Is anybody watching?

Understanding a Proposed Model of Customer Loyalty Formation in B2C e-Commerce

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