Do not allow pop-up ads to appear too early
Internet users’ browsing behaviour to pop-up ads
Bibliographic Data
| ID | 21452747 |
|---|---|
| Authors | Ai-Yun Hsieh (Chinese Culture University), Shao-Kang Lo (Chinese Culture University), Yu-Ping Chiu (Chinese Culture University), Yu‐Ping Chiu (0000-0003-1488-898X, Chinese Culture University, corresponding author), Ting Lie (Yuan Ze University) |
| Year | 2021 |
| Volume | 40 |
| Issue | 16 |
| Pages | 1796-1805 |
| Publication date | 2021-12-10 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Behaviour and Information Technology (JOURNAL) |
| Journal identifiers | ISSN: 0144-929X • E-ISSN: 1362-3001 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/0144929x.2020.1784282 |
| OpenAlex | W3037140583 |
| Language | EN |
| Citations received | 3 |
| References cited | 47 |
This study examines the timing of pop-up advertising appearance and its effect on perceived intrusiveness, advertising irritation and advertising avoidance. Experiment was designed to build a virtual Internet environment (including the main content on the webpage and a pop-up ad) and to manipulate the timing of the pop-up advertising appearance. Participants were invited to participate in two experiments, and then assigned to a specific target browsing task; their advertising browsing activities during the task were measured. In order to measure their cognitive advertising avoidance, an eye-tracking device was utilised to gain objective and accurate psychological information. Results showed that earlier pop-up advertising appearances are associated with a lower consumer fixation count and fixation length; in contrast, pop-up advertising that appears later is associated with a higher fixation count and fixation length. This study attempts to gain more objective and accurate psychological data by using an eye-tracking device to collect information about eye movements associated with the appearance of pop-up advertising to better analyse consumer behaviours towards them. These results offer insights to Internet advertisers and Internet platform companies on how to provide more efficient Internet advertising
Advertising · Advertising campaign · Advertising research · Business · Computer vision · Display advertising · Eye tracking · Fixation (population genetics) · Intrusiveness · Multimedia · Online advertising · The Internet · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Creativity in Education and Neuroscience · Digital Marketing and Social Media · Medicine · Psychology · Social Psychology
Measuring the Intrusiveness of Advertisements
Forced Exposure and Psychological Reactance
Foundations of behavioral research
Why Do People Avoid Advertising on the Internet
What Interactivity Means to the User Essential Insights into and a Scale for Perceived Interactivity
The Long-Term Effects of E-Advertising
Preconscious Processing Effects
| Unique citing works | 3 |
|---|---|
| Citations per year | 3 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 3 |