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Effects of Positive and Negative Content on Attention and Memory of Pop-up Advertisements. |
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Abstract:
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This study attempts to investigate how emotion-evoking content in pop-up advertisements affects viewers’ attention and memory. It is an application of the limited capacity model to the Internet, and also adopts dimensional theory of emotion. It is predicted that positive pop-up images will elicit slower secondary task reaction time compared to negative pop-up images when arousal is controlled. It is also predicted that the viewing time for positive pop-up images will be longer than that of negative ones when the arousal levels are controlled to be relatively high, resulting with better memory for positive pop-up images. |
Most Common Document Word Stems:
imag (26), pop (23), pop-up (20), negat (17), arous (16), posit (16), studi (14), lang (14), messag (13), memori (13), task (12), time (10), effect (9), 2004 (8), reaction (8), measur (8), attent (8), secondari (8), particip (7), level (7), process (7), |
Author's Keywords:
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Pop-up, positve, negative, secondary task reaction time, looking time, cognitive processing. |
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Association:
Name: International Communication Association
URL: http://www.icahdq.org
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Citation:
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MLA Citation:
| Lee, Seungjo., Park, Byungho. and Fox, Julia. "Effects of Positive and Negative Content on Attention and Memory of Pop-up Advertisements." Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2008-10-10 <http://www.allacademic.com/meta/p14290_index.html> |
APA Citation:
| Lee, S. , Park, B. and Fox, J. "Effects of Positive and Negative Content on Attention and Memory of Pop-up Advertisements." Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2008-10-10 from http://www.allacademic.com/meta/p14290_index.html |
Publication Type: Extended Abstract
Abstract: This study attempts to investigate how emotion-evoking content in pop-up advertisements affects viewers’ attention and memory. It is an application of the limited capacity model to the Internet, and also adopts dimensional theory of emotion. It is predicted that positive pop-up images will elicit slower secondary task reaction time compared to negative pop-up images when arousal is controlled. It is also predicted that the viewing time for positive pop-up images will be longer than that of negative ones when the arousal levels are controlled to be relatively high, resulting with better memory for positive pop-up images. |
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| Document Type: |
PDF |
| Page count: |
5 |
| Word count: |
1420 |
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| Effects of Positive and Negative Content on Attention and Memory of Pop- up Advertisements. To Internet users pop-up advertisements have been accepted as extremely annoying or necessary evil at best (Rapoza 2004; Schuchart Jr 2002). However to online marketers pop-ups are still effective methods to advertise their products (Cassavoy 2004). But few studies have been conducted to examine whether pop-ups are really effective or not. This study investigates how emotion-evoking content in pop-up images affects viewers’ attention and memory. |
| Communication Association annual conference San Diego. Lang A. Newhagen J. & Reeves B. (1996). Negative video as structure: Emotion attention capacity and memory. Journal of Broadcasting & Electronic Media 40 1996 460-477. Lang A. Potter R. & Bolls P. (1999). Something for nothing: Is visual encoding automatic? Media Psychology 1(2) 145-163. Rapoza J. (2004 April). Annoying web ads redux Eweek p.70. Schuchart Jr S. J. (2002). Invasion of privacy: Web sites are going too far now. Network Computing 13 |
Similar Titles:
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Experimental and Action Studies of Task-based Instruction: Roles and Effects of Task Nature, Conditions, Process, and Procedures
The Role of Screen Size in Inferring the Effects of Content Type on Attention, Arousal, Memory, and Content Evaluation: A Search for Content-Specific Effects
Effects of Motivational Activation on Processing Positive and Negative Content in Pop-Up Advertisements
An Empirical Examination of Secondary Task Reaction Times: Testing What They Really Measure
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