The Right Level of Complexity in a Banner Ad: Roles of Construal Level and Fluency

Kao, Chih-Tung; Wang, Man-Ying

doi:10.1007/978-3-642-39209-2_67

Cited by 8 publications

(6 citation statements)

References 22 publications

(29 reference statements)

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“…Recent research suggests that the combination of text and picture attracts more attention but photographs with a single text message attract more than those with multiple text messages (Li et al, 2016). This conclusion seems to be in line with similar studies that reported that users prefer medium complexity banner ads over low or high complexity ones (Kao & Wang, 2013). It seems that, in general, low complexity ads are ignored while medium complexity ads are more conspicuous, therefore the third hypothesis is that:…”

Section: Corporate Brandingsupporting

confidence: 73%

How Advertising Avoidance Affects Visual Attention and Memory of Advertisements

Onișor

Ioniță

2021

Journal of Business Economics and Management

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Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining two distinct online tasks, such as reading information and buying products, and two forms of advertising, such as product brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when reading, users look more at advertisements that increase the memory of the ads. Regardless of the task performed, the corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the user stays on a website, the more the user will look at the ads and the easier it will be to remember them. However, ads are considered to be distractors for online users, therefore, to increase their effectiveness they must be more engaging and provide value for the audience.

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Section: Corporate Brandingsupporting

confidence: 73%

How Advertising Avoidance Affects Visual Attention and Memory of Advertisements

Onișor

Ioniță

2021

Journal of Business Economics and Management

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“…Unfortunately, here again, apart from anecdotal evidence, no experimental data are offered by the authors to corroborate their claim. Crucially, against FEP, numerous studies have shown that in esthetics (Delplanque et al 2019), music perception (Chmiel & Schubert 2017), visual perception (Chetverikov & Kristjánsson 2016), consumer behavior (Kao & Wang 2013), etc., humans have a preference for medium entropy patterns rather than low-entropy patterns. Entropy and liking follow an inverted U curve: expected (low entropy) patterns are judged to be boring, completely unexpected (high entropy) patterns are deemed too difficult/demanding, and medium entropy patterns are liked and looked for (cf.…”

Section: Introductionmentioning

confidence: 99%

Thinking through other minds: A variational approach to cognition and culture

et al. 2019

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The processes underwriting the acquisition of culture remain unclear. How are shared habits, norms, and expectations learned and maintained with precision and reliability across large-scale sociocultural ensembles? Is there a unifying account of the mechanisms involved in the acquisition of culture? Notions such as “shared expectations,” the “selective patterning of attention and behaviour,” “cultural evolution,” “cultural inheritance,” and “implicit learning” are the main candidates to underpin a unifying account of cognition and the acquisition of culture; however, their interactions require greater specification and clarification. In this article, we integrate these candidates using the variational (free-energy) approach to human cognition and culture in theoretical neuroscience. We describe the construction by humans of social niches that afford epistemic resources called cultural affordances. We argue that human agents learn the shared habits, norms, and expectations of their culture through immersive participation in patterned cultural practices that selectively pattern attention and behaviour. We call this process “thinking through other minds” (TTOM) – in effect, the process of inferring other agents’ expectations about the world and how to behave in social context. We argue that for humans, information from and about other people's expectations constitutes the primary domain of statistical regularities that humans leverage to predict and organize behaviour. The integrative model we offer has implications that can advance theories of cognition, enculturation, adaptation, and psychopathology. Crucially, this formal (variational) treatment seeks to resolve key debates in current cognitive science, such as the distinction between internalist and externalist accounts of theory of mind abilities and the more fundamental distinction between dynamical and representational accounts of enactivism.

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“…Processing fluency towards a stimulus can be manipulated by a number of variables through both perceptual and conceptual processes. For example, figure-ground contrast, clarity, length, and repetition of exposure can influence a low level of processing fluency (perceptual fluency); and the amount of information, the consistency between stimulus and its context can influence a high level of processing fluency (conceptual fluency) (Kao and Wang, 2013;Knijnenburg et al, 2012;Reber et al, 2004).…”

Section: Processing Fluencymentioning

confidence: 99%

“…First, studies on visual complexity in an online context focus mainly on entire web pages and banner ads (Kao and Wang, 2013;Liqiong and Poole, 2010), while other web objects (e.g., search list, product picture) have earned little attention. Moreover, regarding the experiments in these studies, researchers usually do not consider the influences of environmental setting (e.g., a set of pictures).…”

Section: Introductionmentioning

confidence: 99%

Complexity or simplicity? Designing product pictures for advertising in online marketplaces

Vassileva

Zhao

et al. 2016

Journal of Retailing and Consumer Services

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a b s t r a c tIn online marketplaces, many sellers highlight product and service information directly within product pictures for advertising purposes. Such a strategy increases the visual complexity of the picture and provides more information to support buyers' judgment. However, when other sellers adopt the same method, a given picture will not be conspicuous enough to be noticed. To address this issue, the concept of complexity contrast is introduced. No prior attention has been paid in literature to the interplay between visual complexity and complexity contrast. This research proposes a theoretical model to explain the influences of visual complexity and complexity contrast on buyers' pleasantness in shopping, while perceptual and conceptual fluency act as mediators. Results from a lab experiment suggest an entangled effect of complexity contrast and visual complexity, indicating that buyers are influenced more by the conspicuousness of a product picture, rather than the information conveyed by a product picture when it is visually overwhelming.

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The Right Level of Complexity in a Banner Ad: Roles of Construal Level and Fluency

Cited by 8 publications

References 22 publications

How Advertising Avoidance Affects Visual Attention and Memory of Advertisements

How Advertising Avoidance Affects Visual Attention and Memory of Advertisements

Thinking through other minds: A variational approach to cognition and culture

Complexity or simplicity? Designing product pictures for advertising in online marketplaces

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