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Eye Movement Analysis of Text-Based Web Page Layouts

Sav Shrestha & Justin W. Owens Summary. User eye movements of five different text-based web page layouts were compared. The layouts evaluated were a narrow 1-column, narrow 2-column and full-length text layouts, including those with a picture on the right

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Does the Intrusiveness of an Online Advertisement Influence User Recall and Recognition?

By Sav Shrestha Summary. This study investigated the effect of the type (banner ad, pop-up ad and floating ad) and state (animated and non-animated) of online advertisements on recall and recognition of the advertisements. It was hypothesized that floating ads,

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Where’s the Search? Re-examining User Expectations of Web Objects

By A. D. Shaikh & K. Lenz Summary. In 2001, Bernard determined that users were able to form a schema for the location of web objects on informational websites. The current study investigates whether users’ expectations have changed since the

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Designing Online Banner Advertisements: Should We Animate?

By Michelle E. Bayles A common medium for advertising on the Internet is the use of banner ads. This form of advertisement often combines animation, sophisticated graphics, and even audio to endorse product information. Currently the most extensively used measurement

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