Websites commonly use animation to capture the attentional resources of online consumers. While prior research has focused on the effects of animation on animated banner ads, limited research has examined the effects of animation on other items on the same webpage. Drawing from psychological...

Prior research on Web animation typically focuses on banner ads, where the findings suggest that users are capable of ignoring the animation when performing online tasks. Research on non-banner-ads animation (e.g., animation applied to the main content of an e-commerce Web site), however, is...