The effect of repetition in Internet banner ads and the moderating role of animation

作者：

Highlights：

• Animation plays a significant moderating role in Internet banner ads.

• Across repetition, attention decreases with static ads but not with animated ones.

• Across repetition, memory performance saturates slower for animated banner ads.

• After repetitive brief exposures, attitude becomes more positive for animated ads.

摘要

•Animation plays a significant moderating role in Internet banner ads.•Across repetition, attention decreases with static ads but not with animated ones.•Across repetition, memory performance saturates slower for animated banner ads.•After repetitive brief exposures, attitude becomes more positive for animated ads.

论文关键词：Banner ads,Advertising repetition,Wear-out effect,Eye-tracking

论文评审过程：Available online 6 February 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.01.008