BUS 302 Chapter Notes - Chapter 7: Personalization, New Culture Movement
12 Feb 2018
School
Department
Course
Professor
Document Summary
The economic and cognitive costs of annoying display advertisements. Online ads can cost money indirectly when annoyed users abandon site. Publishers sale of annoying ads can be source of tension inside firm. Users interfere w/ enjoyment of content htat brought them to site. Most annoying ads = animated, least annoying ads = static. Bad ad cost publishers more money than they bring in: annoying ads cause people to abandon paying tasks and have neg effect on cog task. Bad ad may be noticed just after page loads and less likely to be attended to as time passes. Consistent w/ idea tht ppl in bad-ad condit took more time to look at annoying ad but read text in way tht was relatively unaffected. Conclusions: annoying ads cause dropout and can cost more money than it earns. Annoying ads will have to be compensated for somehow (i. e. higher value content) to retain usrs.
