The effect of text and graphic search goals on web advertisement viewing.

摘要

Advertising has become an integral part of the Internet’s capacity to generate revenue, drive traffic to websites, and to increase brand recognition. This study examined how text and graphic search goals influence how many times and how long people look at graphic and text advertisements. Twenty-four participants were eye tracked while they searched for text or graphic information on six websites. Results show that when people searched for text information they increased the amount of time and the number of times that they viewed text advertisements. When people searched for graphical information, they increased the amount of time and number of times that they viewed graphic advertisements. This has implications for the design of effective advertising.