Effects of banner Ad shape and the schema creating process on consumer internet browsing behavior

作者：

Highlights：

• The congruence of banner shape and users' schemata affect Browsing behaviors.

• Banner with schema incongruent shape generates visual attention.

• Repeated exposure to incongruent banner shape results in less visual attention.

摘要

•The congruence of banner shape and users' schemata affect Browsing behaviors.•Banner with schema incongruent shape generates visual attention.•Repeated exposure to incongruent banner shape results in less visual attention.

论文关键词：Banner ad,Advertising avoidance,Schema–congruence theory,Schema creation process,Eye-tracking

论文评审过程：Received 12 December 2017, Revised 11 April 2018, Accepted 15 April 2018, Available online 18 April 2018, Version of Record 18 April 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.04.034