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Banner blindness is determined by navigation style

In a study, Magnus Pagedarm and Heike Schaumbrug found that when users browse websites "aimlessly", they are significantly better at recalling and recognising banner ads compared to users searching for specific information.

The authors suggest that navigation style exerts a significant influence on users' attention focusing. Directed search focuses users' attention on areas of the site that are expected to contain relevant information, while aimless browsing is guided by the appeal of the different features on a web page.

Links:

  • The article Why Are Users Banner-Blind?

Henrik Olsen - January 11, 2005

See also: Navigation (44)  Ads (6)  Research (88) 

 

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