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Title: Differentiation of online text-based advertising and the effect on users' click behavior
Authors: Jacques, JT
Perry, M
Kristensson, PO
Keywords: Advertising;Crowdsourcing;Behavior
Issue Date: 2015
Publisher: Elsevier
Citation: Computers in Human Behavior, 50: pp. 535 - 543, (2015)
Abstract: Online syndicated text-based advertising is ubiquitous on news sites, blogs, personal websites, and on search result pages. Until recently, a common distinguishing feature of these text-based advertisements has been their background color. Following intervention by the Federal Trade Commission (FTC), the format of these advertisements has undergone a subtle change in their design and presentation. Using three empirical experiments, we investigate the effect of industry-standard advertising practices on click rates, and demonstrate changes in user behavior when this familiar differentiator is modified. Using three large-scale experiments (N<inf>1</inf> = 101, N<inf>2</inf> = 84, N<inf>3</inf> = 176) we find that displaying advertisement and content results with a differentiated background results in significantly lower click rates. Our results demonstrate the strong link between background color differentiation and advertising, and reveal how alternative differentiation techniques influence user behavior.
ISSN: 0747-5632
Appears in Collections:Dept of Computer Science Research Papers

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