Abandoning websites: Are annoying ads good for business?
2014-12-09
(Press-News.org) Most consumers have experienced online ads so garish, loud, or aggravating that they can't possibly be ignored. But a new study in the Journal of Marketing Research suggests that this way of forcing customer's attention may actually be bad for business.
"Annoying ads are interesting because they both make and cost money for publishers. They make money because advertisers pay publishers to run ads. They cost money when annoyed users abandon a site, leaving the publisher with less advertising revenue," write authors Daniel G. Goldstein, Siddharth Suri and Fernando Diaz (Microsoft Research), R. Preston McAfee (Microsoft), and Matthew Ekstrand-Abueg (Northeastern University).
Study participants were asked to perform online tasks, some of which exposed participants to web pages with annoying advertisements. An ad's "annoyingness" was determined by factors such as whether it had too much animation, was poorly designed, or had been placed by a company having a questionable reputation.
The study found that even though it would have meant more pay, participants were far less willing to remain on a web page if it contained an annoying advertisement. Participants also did not remember the content very well on pages that contained annoying advertisements.
The authors conclude that any short-term revenue brought in by annoying advertisements is likely outweighed by the negative long-term effects.
"The practice of running annoying ads can cost more money than it earns, as people are more likely to abandon sites on which they are present. In addition, in the presence of annoying ads, people were less accurate in remembering what they had read. None of these effects on users is desirable from the publisher's perspective."
INFORMATION:
Daniel G. Goldstein, Siddharth Suri, R. Preston McAfee, Matthew Ekstrand-Abueg, and Fernando Diaz. "The Economic and Cognitive Costs of Annoying Display Advertisements." Forthcoming in the Journal of Marketing Research. For more information, contact Daniel G. Goldstein.
ELSE PRESS RELEASES FROM THIS DATE:
2014-12-09
Boulder, Colo., USA - In the late 13th century, Kublai Khan, ruler of the Mongol Empire, launched one of the world's largest armada of its time in an attempt to conquer Japan. Early narratives describe the decimation and dispersal of these fleets by the "Kamikaze" of CE 1274 and CE 1281 -- a pair of intense typhoons divinely sent to protect Japan from invasion.
These historical accounts are prone to exaggeration, and significant questions remain regarding the occurrence and true intensity of these legendary typhoons. For independent insight, we provide a new 2,000 year ...
2014-12-09
A leopard may not be able to change its spots, but new research from a World Heritage site in Nepal indicates that leopards do change their activity patterns in response to tigers and humans--but in different ways.
The study is the first of its kind to look at how leopards respond to the presence of both tigers and humansLeopard in Chitwan, Nepal simultaneously. Its findings suggest that leopards in and around Nepal's Chitwan National Park avoid tigers by seeking out different locations to live and hunt. Since tigers--the socially dominant feline--prefer areas less disturbed ...
2014-12-09
MAYWOOD, Ill. -- Results of treating shoulder pain in baseball pitchers and other throwing athletes are not as predictable as doctors, patients and coaches would like to think, according to a report in the journal Physical Medicine and Rehabilitation Clinics of North America.
Nickolas Garbis, MD, an orthopedic surgeon who specializes in shoulder and elbow injuries at Loyola University Medical Center, is the primary author.
Shoulder pain occurs in athletes who play sports that require rapid acceleration and deceleration of the throwing arm. They include baseball pitchers, ...
2014-12-09
James Ingle, M.D., an internationally recognized breast cancer expert, will receive the 2014 William L. McGuire Memorial Lecture Award on Dec. 10 at the 2014 San Antonio Breast Cancer Symposium.
Dr. Ingle is a professor of oncology and the Foust Professor in the Mayo Clinic College of Medicine in Rochester, Minnesota. He has been the leader of breast cancer research at the Mayo Clinic Cancer Center, serving as program co-leader of the women's cancer program with responsibility for breast cancer. He is currently co-director of the Mayo Clinic Breast Cancer Specialized ...
2014-12-09
(Boston)-- Moms who use mobile devices while eating with their young children are less likely to have verbal, nonverbal and encouraging interactions with them. The findings, which appear online in Academic Pediatrics, may have important implications about how parents balance attention between their devices with their children during daily life.
Parent-child interactions during meal time in particular show a protective effect on child health outcomes such as obesity, asthma and adolescent risk behaviors. These findings have been attributed to the positive family communication ...
2014-12-09
DURHAM, N.C. -- In the battle between native and invasive wetland plants, a new Duke University study finds climate change may tip the scales in favor of the invaders -- but it's going to be more a war of attrition than a frontal assault.
"Changing surface-water temperatures, rainfall patterns and river flows will likely give Japanese knotweed, hydrilla, honeysuckle, privet and other noxious invasive species an edge over less adaptable native species," said Neal E. Flanagan, visiting assistant professor at the Duke Wetland Center, who led the research.
Increased human ...
2014-12-09
PULLMAN, Wash. - Imagine standing in a long line at your favorite coffee shop only to receive the wrong order. What would you do?
While some might be angry and tell all their friends about the shop's bad service, researchers say other customers may think "it's all good" - IF they learn that the coffee shop donates a percentage of every purchase to charitable causes that customers value.
Corporate social responsibility maximizes consumer return
Writing in the Journal of Public Policy and Marketing, researchers help firms understand when and why corporate social responsibility ...
2014-12-09
SAN FRANCISCO (DECEMBER 9, 2014) -Common variations in four genes related to brain inflammation or cells' response to damage from oxidation may contribute to the problems with memory, learning and other cognitive functions seen in children treated for acute lymphoblastic leukemia (ALL), according to a study led by researchers from Boston Children's Hospital, The Children's Hospital at Montefiore, and Dana-Farber/Boston Children's Cancer and Blood Disorders Center.
The data, presented at the 56th annual meeting of the American Society of Hematology (abstract #856), suggest ...
2014-12-09
WASHINGTON, D.C., December 9, 2014 - Researchers from the London Centre for Nanotechnology have made new compact, high-value resistors for nanoscale quantum circuits. The resistors could speed the development of quantum devices for computing and fundamental physics research. The researchers describe the thin-film resistors in an article in the Journal of Applied Physics, from AIP Publishing.
One example of an application that requires high-value resistors is the quantum phase-slip (QPS) circuit. A QPS circuit is made from very narrow wires of superconducting material ...
2014-12-09
It may be possible to develop a simple blood test that, by detecting changes in the zinc in our bodies, could help to diagnose breast cancer early.
A team, led by Oxford University scientists, took techniques normally used to analyse trace metal isotopes for studying climate change and planetary formation and applied them to how the human body processes metals.
In a world-first the researchers were able to show that changes in the isotopic composition of zinc, which can be detected in a person's breast tissue, could make it possible to identify a 'biomarker' (a measurable ...
LAST 30 PRESS RELEASES:
[Press-News.org] Abandoning websites: Are annoying ads good for business?
