Online newspapers and ad banners: an eye tracking study on the effects of congruity

@article{Porta2013OnlineNA,
  title={Online newspapers and ad banners: an eye tracking study on the effects of congruity},
  author={Marco Porta and Alice Ravarelli and Francesco Spaghi},
  journal={Online Information Review},
  year={2013},
  volume={37},
  pages={405-423}
}
Purpose – The purpose of this paper is to study the possible influence of congruity on the way ad banners are watched and remembered in online newspapers. Design/methodology/approach – The effects of the thematic connection between banner subject and article content are examined at the level of gaze behaviour using eye tracking technology, while questionnaires are exploited to assess both free and helped recall. Two “kinds of reading” are also considered, namely “imposed” (where the tester has… CONTINUE READING