The effects of advertisement location and familiarity on selective attention

Tanja Lund Jessen, Paul Rodway

Research output: Contribution to journalArticle

  • 1 Citations

Abstract

This study comprised two experiments to examine the distracting effects of advertisement familiarity, location, and onset on the performance of a selective attention task. In Exp. 1, familiar advertisements presented in peripheral vision disrupted selective attention when the attention task was more demanding, suggesting that the distracting effect of advertisements is a product of task demands and advertisement familiarity and location. In Exp. 2, the onset of the advertisement shortly before, or after, the attention task captured attention and disrupted attentional performance. The onset of the advertisement before the attention task reduced target response time without an increase in errors and therefore facilitated performance. Despite being instructed to ignore the advertisements, the participants were able to recall a substantial proportion of the familiar advertisements. Implications for the presentation of advertisements during human computer interaction were discussed.
Original languageEnglish
Pages (from-to)941-960
Number of pages20
JournalPerceptual and Motor Skills
Volume11-
Issue number3
DOIs
StatePublished - Jun 2010
Externally publishedYes

Fingerprint

Recognition (Psychology)
Reaction Time

Cite this

Jessen, Tanja Lund; Rodway, Paul / The effects of advertisement location and familiarity on selective attention.

In: Perceptual and Motor Skills, Vol. 11-, No. 3, 06.2010, p. 941-960.

Research output: Contribution to journalArticle

@article{dff203f194b04517a5d3964d13d3a14d,
title = "The effects of advertisement location and familiarity on selective attention",
abstract = "This study comprised two experiments to examine the distracting effects of advertisement familiarity, location, and onset on the performance of a selective attention task. In Exp. 1, familiar advertisements presented in peripheral vision disrupted selective attention when the attention task was more demanding, suggesting that the distracting effect of advertisements is a product of task demands and advertisement familiarity and location. In Exp. 2, the onset of the advertisement shortly before, or after, the attention task captured attention and disrupted attentional performance. The onset of the advertisement before the attention task reduced target response time without an increase in errors and therefore facilitated performance. Despite being instructed to ignore the advertisements, the participants were able to recall a substantial proportion of the familiar advertisements. Implications for the presentation of advertisements during human computer interaction were discussed.",
author = "Jessen, {Tanja Lund} and Paul Rodway",
year = "2010",
month = "6",
doi = "10.2466/PMS.110.3.941-960",
volume = "11-",
pages = "941--960",
journal = "Perceptual and Motor Skills",
issn = "0031-5125",
publisher = "Ammons Scientific Ltd",
number = "3",

}

The effects of advertisement location and familiarity on selective attention. / Jessen, Tanja Lund; Rodway, Paul.

In: Perceptual and Motor Skills, Vol. 11-, No. 3, 06.2010, p. 941-960.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The effects of advertisement location and familiarity on selective attention

AU - Jessen,Tanja Lund

AU - Rodway,Paul

PY - 2010/6

Y1 - 2010/6

N2 - This study comprised two experiments to examine the distracting effects of advertisement familiarity, location, and onset on the performance of a selective attention task. In Exp. 1, familiar advertisements presented in peripheral vision disrupted selective attention when the attention task was more demanding, suggesting that the distracting effect of advertisements is a product of task demands and advertisement familiarity and location. In Exp. 2, the onset of the advertisement shortly before, or after, the attention task captured attention and disrupted attentional performance. The onset of the advertisement before the attention task reduced target response time without an increase in errors and therefore facilitated performance. Despite being instructed to ignore the advertisements, the participants were able to recall a substantial proportion of the familiar advertisements. Implications for the presentation of advertisements during human computer interaction were discussed.

AB - This study comprised two experiments to examine the distracting effects of advertisement familiarity, location, and onset on the performance of a selective attention task. In Exp. 1, familiar advertisements presented in peripheral vision disrupted selective attention when the attention task was more demanding, suggesting that the distracting effect of advertisements is a product of task demands and advertisement familiarity and location. In Exp. 2, the onset of the advertisement shortly before, or after, the attention task captured attention and disrupted attentional performance. The onset of the advertisement before the attention task reduced target response time without an increase in errors and therefore facilitated performance. Despite being instructed to ignore the advertisements, the participants were able to recall a substantial proportion of the familiar advertisements. Implications for the presentation of advertisements during human computer interaction were discussed.

U2 - 10.2466/PMS.110.3.941-960

DO - 10.2466/PMS.110.3.941-960

M3 - Article

VL - 11-

SP - 941

EP - 960

JO - Perceptual and Motor Skills

T2 - Perceptual and Motor Skills

JF - Perceptual and Motor Skills

SN - 0031-5125

IS - 3

ER -