The effect of presentation in online advertising on perceived intrusiveness and annoyance in different emotional states

Kaveh Bakhtiyari, Jürgen Ziegler, Hafizah Husain

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Online advertising is a rapidly growing area with high commercial relevance. This paper investigates the effect of different types of ad presentation, varying in frame size, position and animation level on visual intrusiveness and annoyance as perceived by users. Furthermore, we investigate the influence of users’ emotional states on perceived intrusiveness and annoyance. This research has been carried out through a survey study. The analysis of the data shows a linear correlation between the visual attention of the ads and its features. Also, a positive influence of emotion has been found on various types of ad presentations. In addition, the participants with emotions of positive valence and low arousal showed more tolerance to the same ad as the users with a different emotional state. This research proposes a new aspect in computational advertising to adapt the recommendations based on the user’s emotional state and the parameters of the online advertisements.

Original languageEnglish
Title of host publicationIntelligent Information and Database Systems - 9th Asian Conference, ACIIDS 2017, Proceedings
PublisherSpringer Verlag
Pages140-149
Number of pages10
Volume10191 LNAI
ISBN (Print)9783319544717
DOIs
Publication statusPublished - 2017
Event9th Asian Conference on Intelligent Information and Database Systems, ACIIDS 2017 - Kanazawa, Japan
Duration: 3 Apr 20175 Apr 2017

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume10191 LNAI
ISSN (Print)03029743
ISSN (Electronic)16113349

Other

Other9th Asian Conference on Intelligent Information and Database Systems, ACIIDS 2017
CountryJapan
CityKanazawa
Period3/4/175/4/17

Fingerprint

Marketing
Animation
Visual Attention
Tolerance
Recommendations
Advertising
Emotion
Presentation
Influence

Keywords

  • Annoyance
  • Computational advertising
  • Emotional influence
  • Online advertising
  • Visual intrusiveness
  • Visual salience

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

Cite this

Bakhtiyari, K., Ziegler, J., & Husain, H. (2017). The effect of presentation in online advertising on perceived intrusiveness and annoyance in different emotional states. In Intelligent Information and Database Systems - 9th Asian Conference, ACIIDS 2017, Proceedings (Vol. 10191 LNAI, pp. 140-149). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 10191 LNAI). Springer Verlag. https://doi.org/10.1007/978-3-319-54472-4_14

The effect of presentation in online advertising on perceived intrusiveness and annoyance in different emotional states. / Bakhtiyari, Kaveh; Ziegler, Jürgen; Husain, Hafizah.

Intelligent Information and Database Systems - 9th Asian Conference, ACIIDS 2017, Proceedings. Vol. 10191 LNAI Springer Verlag, 2017. p. 140-149 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 10191 LNAI).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Bakhtiyari, K, Ziegler, J & Husain, H 2017, The effect of presentation in online advertising on perceived intrusiveness and annoyance in different emotional states. in Intelligent Information and Database Systems - 9th Asian Conference, ACIIDS 2017, Proceedings. vol. 10191 LNAI, Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 10191 LNAI, Springer Verlag, pp. 140-149, 9th Asian Conference on Intelligent Information and Database Systems, ACIIDS 2017, Kanazawa, Japan, 3/4/17. https://doi.org/10.1007/978-3-319-54472-4_14
Bakhtiyari K, Ziegler J, Husain H. The effect of presentation in online advertising on perceived intrusiveness and annoyance in different emotional states. In Intelligent Information and Database Systems - 9th Asian Conference, ACIIDS 2017, Proceedings. Vol. 10191 LNAI. Springer Verlag. 2017. p. 140-149. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). https://doi.org/10.1007/978-3-319-54472-4_14
Bakhtiyari, Kaveh ; Ziegler, Jürgen ; Husain, Hafizah. / The effect of presentation in online advertising on perceived intrusiveness and annoyance in different emotional states. Intelligent Information and Database Systems - 9th Asian Conference, ACIIDS 2017, Proceedings. Vol. 10191 LNAI Springer Verlag, 2017. pp. 140-149 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).
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