Laboratory of Human and Artificial Cognition, Department of Psychology, CHArt/LUTIN, University of Paris VIII Saint-Denis, France.
Front Psychol. 2014 Mar 17;5:211. doi: 10.3389/fpsyg.2014.00211. eCollection 2014.
Most of studies about online advertisements have indicated that they have a negative impact on users' cognitive processes, especially when they include colorful or animated banners and when they are close to the text to be read. In the present study we assessed the effects of two advertisements features-distance from the text and the animation-on visual strategies during a word-search task and a reading-for-comprehension task using Web-like pages. We hypothesized that the closer the advertisement was to the target text, the more cognitive processing difficulties it would cause. We also hypothesized that (1) animated banners would be more disruptive than static advertisements and (2) banners would have more effect on word-search performance than reading-for-comprehension performance. We used an automatic classifier to assess variations in use of Scanning and Reading visual strategies during task performance. The results showed that the effect of dynamic and static advertisements on visual strategies varies according to the task. Fixation duration indicated that the closest advertisements slowed down information processing but there was no difference between the intermediate (40 pixel) and far (80 pixel) distance conditions. Our findings suggest that advertisements have a negative impact on users' performance mostly when a lots of cognitive resources are required as for reading-for-comprehension.
大多数关于网络广告的研究表明，它们会对用户的认知过程产生负面影响，尤其是当广告包含彩色或动画横幅，并且靠近要阅读的文本时。在本研究中，我们使用类似于网页的页面评估了两个广告特征（距离文本的远近和动画）对单词搜索任务和阅读理解任务中视觉策略的影响。我们假设，广告离目标文本越近，它就会导致更多的认知处理困难。我们还假设：（1）动画横幅比静态广告更具干扰性；（2）横幅对单词搜索性能的影响大于阅读理解性能。我们使用自动分类器来评估任务执行过程中扫描和阅读视觉策略的变化。结果表明，动态和静态广告对视觉策略的影响因任务而异。注视持续时间表明，最近的广告会减缓信息处理速度，但在中间（40 像素）和远（80 像素）距离条件之间没有差异。我们的研究结果表明，当阅读需要大量认知资源时，广告会对用户的表现产生负面影响。
