Please use this identifier to cite or link to this item:
http://bura.brunel.ac.uk/handle/2438/12029
Title: | Differentiation of online text-based advertising and the effect on users' click behavior |
Authors: | Jacques, JT Perry, M Kristensson, PO |
Keywords: | Advertising;Crowdsourcing;Behavior |
Issue Date: | 2015 |
Publisher: | Elsevier |
Citation: | Computers in Human Behavior, 50: pp. 535 - 543, (2015) |
Abstract: | Online syndicated text-based advertising is ubiquitous on news sites, blogs, personal websites, and on search result pages. Until recently, a common distinguishing feature of these text-based advertisements has been their background color. Following intervention by the Federal Trade Commission (FTC), the format of these advertisements has undergone a subtle change in their design and presentation. Using three empirical experiments, we investigate the effect of industry-standard advertising practices on click rates, and demonstrate changes in user behavior when this familiar differentiator is modified. Using three large-scale experiments (N<inf>1</inf> = 101, N<inf>2</inf> = 84, N<inf>3</inf> = 176) we find that displaying advertisement and content results with a differentiated background results in significantly lower click rates. Our results demonstrate the strong link between background color differentiation and advertising, and reveal how alternative differentiation techniques influence user behavior. |
URI: | http://www.sciencedirect.com/science/article/pii/S0747563215003180 http://bura.brunel.ac.uk/handle/2438/12029 |
DOI: | http://dx.doi.org/10.1016/j.chb.2015.04.031 |
ISSN: | 0747-5632 |
Appears in Collections: | Dept of Computer Science Research Papers |
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Fulltext.pdf | 1.29 MB | Adobe PDF | View/Open |
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