Banner blindness as the suppression process: No perceptual load effect on web advertising detection

IF 1.7 4区心理学 Q3 PSYCHOLOGY, EXPERIMENTAL

VISUAL COGNITION Pub Date : 2023-03-16 DOI:10.1080/13506285.2023.2250528

Ksenia Gorbatova, G. Anufriev, E. Gorbunova

引用次数: 0

Abstract

ABSTRACT The study represents an application of perceptual load theory to the real-world internet users’ behavior and contributes to the dispute whether banner blindness – a tendency to ignore the banners on web pages – is a special case of inattentional blindness or a separate phenomenon. Perceptual load theory claims that processing of task-irrelevant information can be predicted by the level of perceptual load: the subjects in a high load condition are more likely to ignore the distractors, while with a low load, task-irrelevant information is processed. In four experiments, participants were divided into low and high load groups and asked to find items on a shopping website. In the critical trial, an advertising banner appeared. No significant effect of perceptual load on banner blindness was found. Banner blindness seems to be a result of attentional filters adjustment that adapts to the abundance of information on the web pages.

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横幅盲作为抑制过程：对网络广告检测没有感知负载效应

本研究代表了感知负荷理论在现实世界互联网用户行为中的应用，并有助于争论横幅盲目性——一种忽视网页横幅的倾向——是一种特殊情况还是一种单独的现象。知觉负荷理论认为，任务无关信息的加工可以通过知觉负荷水平来预测:在高负荷条件下，被试更容易忽略干扰物，而在低负荷条件下，被试更容易加工与任务无关的信息。在四个实验中，参与者被分为低负荷组和高负荷组，并被要求在购物网站上寻找商品。在关键的审判中，出现了一条广告横幅。知觉负荷对横幅盲症无显著影响。横幅盲目性似乎是注意力过滤器调整的结果，以适应网页上丰富的信息。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

VISUAL COGNITION PSYCHOLOGY, EXPERIMENTAL-

CiteScore

4.20

自引率

10.00%

发文量

期刊介绍： Visual Cognition publishes new empirical research that increases theoretical understanding of human visual cognition. Studies may be concerned with any aspect of visual cognition such as object, face, and scene recognition; visual attention and search; short-term and long-term visual memory; visual word recognition and reading; eye movement control and active vision; and visual imagery. The journal is devoted to research at the interface of visual perception and cognition and does not typically publish papers in areas of perception or psychophysics that are covered by the many publication outlets for those topics.