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http://bura.brunel.ac.uk/handle/2438/12029
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DC Field | Value | Language |
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dc.contributor.author | Jacques, JT | - |
dc.contributor.author | Perry, M | - |
dc.contributor.author | Kristensson, PO | - |
dc.date.accessioned | 2016-02-05T12:55:44Z | - |
dc.date.available | 2015-05-10 | - |
dc.date.available | 2016-02-05T12:55:44Z | - |
dc.date.issued | 2015 | - |
dc.identifier.citation | Computers in Human Behavior, 50: pp. 535 - 543, (2015) | en_US |
dc.identifier.issn | 0747-5632 | - |
dc.identifier.uri | http://www.sciencedirect.com/science/article/pii/S0747563215003180 | - |
dc.identifier.uri | http://bura.brunel.ac.uk/handle/2438/12029 | - |
dc.description.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. | en_US |
dc.description.sponsorship | This work was supported by a studentship from the Engineering and Physical Sciences Research Council. Open Access funded by Engineering and Physical Sciences Research Council. | en_US |
dc.format.extent | 535 - 543 | - |
dc.language.iso | en | en_US |
dc.publisher | Elsevier | en_US |
dc.subject | Advertising | en_US |
dc.subject | Crowdsourcing | en_US |
dc.subject | Behavior | en_US |
dc.title | Differentiation of online text-based advertising and the effect on users' click behavior | en_US |
dc.type | Article | en_US |
dc.identifier.doi | http://dx.doi.org/10.1016/j.chb.2015.04.031 | - |
dc.relation.isPartOf | Computers in Human Behavior | - |
pubs.publication-status | Published | - |
pubs.publication-status | Published | - |
pubs.volume | 50 | - |
Appears in Collections: | Dept of Computer Science Research Papers |
Files in This Item:
File | Description | Size | Format | |
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Fulltext.pdf | 1.29 MB | Adobe PDF | View/Open |
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