How Do Pop-Up and Floating Ads Affect Attention and Attitudes?

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Summary

Unexpected ads—like pop-ups and floaters—affect people’s attention and attitudes differently, depending on their location, the degree of unexpectedness and the user’s task level, new research has found. The study’s findings offer fresh evidence toward helping advertisers and website service providers design attention-grabbing ads.

Authors’ bios:

Emna Cherif (emna.cherif@uca.fr) is an associate professor of marketing at IAE Clermont Auvergne School of Management at the University of Clermont Auvergne. Her research focuses on consumer behavior in digital environments, including visual attention to online advertising.

Thierry Baccino (tbaccino@gmail.com) is emeritus professor of cognitive psychology in digital technologies at the University of Paris 8. His research focuses on the reading process, which he studies using different methods: eye tracking, EEG (EFRP), physiological indicators (RED, ECG, etc.) and Mocap. Baccino is also a scientiﬁc expert and vice-chair at the European DG Research and at different French research institutes (ANR, AERES), and he is the founder of the Laboratory of Experimental Psychology at the University of Nice Sophia-Antipolis (UNS).