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Jacob Nielsen and Don Norman support one of UIE's findings: Users are not willing to be seduced before they have accomplished their initial goal with their visit to a site.
"Web users are highly goal-driven, and ads that interfere with their goals will be ignored."
"Reach users when they're interested and have the time -- don't bother them when they're least likely to attend. Unfortunately, most current Web advertising approaches are aimed at taking what doesn't work and making it ever bigger and more annoying, continuously fighting user behavior. Moving in the wrong direction at a faster pace is not a very insightful strategy."
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