Porta, Marco; Ravarelli, Alice; Spaghi, Francesco - In: Online Information Review 37 (2013) 3, pp. 405-423
Purpose – The purpose of this paper is to study the possible influence of congruity on the way ad banners are watched … banners for web content is very critical, due to the so‐called “banner blindness” phenomenon. At the same time, ad banners are … content and ad banners are contrasting, and further investigations are thus necessary. Moreover, in the context of online …