Document Type


Publication Date


Publication Title

An Examination of Ads and Viewing Behavior: An Eye Tracking Study on Desktop and Mobile Devices


In this study, we use eye tracking to compare the impact of ads on viewing behavior on desktop computers and mobile phones. As in previous studies, we use a list-based search engine results pages (SERPs) to conduct our examination. Our preliminary results contradict banner blindness on SERPs both on desktop computers and mobile phones. Additionally, the preliminary results suggest that top ads may be more effective in attracting users attention on mobile phones compared to desktop computers.

Conference Title

eighteenth Americas Conference on Information Systems (AMCIS)

Included in

Marketing Commons



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