Too Busy to See Above: Task Involvement Affects Attention and Memory For Banner Ads

Byung Cheol Lee, Duke University, USA
Jonathan A. Winkle, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA
Scott A. Huettel, Duke University, USA
The present research finds that lower level of task involvement leads to greater processing of certain type of internet advertisements, as evidenced by improved memory performance for top ads but not for side ads. Our research indicates that the best ad location may depend on the search pattern of websites.
[ to cite ]:
Byung Cheol Lee, Jonathan A. Winkle, Gavan J. Fitzsimons, and Scott A. Huettel (2015) ,"Too Busy to See Above: Task Involvement Affects Attention and Memory For Banner Ads", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 796-796.