The negative impact of visual web advertising content on cognitive process: towards quantitative evaluation

Lewandowska, Anna; Jankowski, Jarosław

doi:10.1016/j.ijhcs.2017.07.002

Cited by 13 publications

(3 citation statements)

References 23 publications

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“…This is supported by the previous research, which suggests longer ad video will keep or stall users away from their supposed goal for a set period, potentially making the consumers perception of the ad to be negative and see the ad as being intrusive, which then affects the consumer's attitude and intention towards the ad (McCoy, 2017). Furthermore, the intrusive nature of an ad can be seen as the ad interrupting the fluent flow of a media environment where such advertising appears in (Jankowski & Lewandowska, 2017).…”

Section: Discussionmentioning

confidence: 58%

The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

et al. 2020

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The research aimed to determine the moderating effect of advertisement (ad) length on the relationships between ad content and the intention of skipping, as well as ad irritation. Previous research has discussed the factors that affect customers' intention of skipping and ad irritation, centering around the duration of an ad, and whether the ad is skippable. However, no previous research had focused on the relationship between the intention of skipping and ad irritation that consumers experience. The research attempted to fill in the lacuna in the academic literature on the said issue. In doing so, it examined consumers' responses towards the consumers' intention of ad-skipping and irritation. The experimental research utilized four video ads with varying durations and containing both entertaining and boring content, with long and short ad length. The research sample comprised 120 respondents spend at least more than 1 hour online. The research employed convenience sampling and the method of Univariate Analysis of Variance Linear Model. IBM SPSS Statistics was used for data analysis. The results reveal that the content and length of an online video ad have a direct effect on consumers' ad irritation and intention of skipping. The research concludes that the perceived entertainment of an online video ad significantly affects consumers' intention of skipping and ad irritation. Furthermore, the length of video ads has a major impact on their intention of skipping and ad irritation.

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Section: Discussionmentioning

confidence: 58%

The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

et al. 2020

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“…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). The common thread in previous studies is focusing on adverse effects such as interfering with users' task (Lewandowska & Jankowski, 2017). Even when studies deal with improving ad UX, the focus tends to be on placement and size of ads, rather than their content.…”

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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“…In the Internet era, the situation and challenges facing the work of ideological and political education in colleges and universities have become more severe. Diversified cultural trends, convenient access to information so that students can easily access all kinds of ideologies and cultures [1][2], students' ideological value concepts, and moral and cultural awareness are easily affected by the influence of artistic trends of good and bad, pervasive sources of information makes it difficult for colleges and universities to achieve stable control of students' ideology and ideology [3][4]. However, at the same time, the progress of network big data technology is also promoting the development of network education [5].…”

Section: Introductionmentioning

confidence: 99%

The Coordinated Development of Civic and Political Education in Colleges and Universities in the Internet Era and the Concept of Three-Whole Parenting

Li,

Huang

2024

Applied Mathematics and Nonlinear Sciences

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“Three-Whole Parenting” is a strategic measure to strengthen and improve the ideological and political work of colleges and universities under the new situation and to comprehensively implement the fundamental task of establishing morality and educating people. In this study, we first utilize the LDA theme model to extract the influencing factors of the coordinated development of ideological education and three-pronged education by theme-mining the relevant comments on ideological and political education in the virtual community. Then, the coordinated development of the two is taken as a latent variable, the PLS-SEM model is constructed, research hypotheses are made, and data collected from the questionnaire survey are combined to explore the paths that influence the coordinated development of the concepts of Civic and Political Education and Three-Whole Parenting in colleges and universities. Four variables, namely the learning atmosphere, the identity of civic and political education, learning investment, and coordinated development effect, are finally extracted. All hypotheses were positively significant at the 5% level, except for the learning environment, which was not substantial for the coordinated development effect. The study proposes that college civic education needs to form an all-member education synergy, construct an all-member education model, and integrate an all-round education model to realize the coordinated development of college civic education and the concept of three-member education.

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The negative impact of visual web advertising content on cognitive process: towards quantitative evaluation

Cited by 13 publications

References 23 publications

The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

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

The Coordinated Development of Civic and Political Education in Colleges and Universities in the Internet Era and the Concept of Three-Whole Parenting

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