What is it about?
The study examines the behavior of online consumers in the presence of banner ads that use animation.
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Why is it important?
The study uses an eye-tracker to follow the behavior of online consumers when faced with animated banner ads on websites.
Read the Original
This page is a summary of: Effects of Animation on Attentional Resources of Online Consumers, Journal of the Association for Information Systems, August 2017, Association for Information Systems,
DOI: 10.17705/1jais.00464.
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