Do not allow pop-up ads to appear too early internet users’ browsing behaviour to pop-up ads

Ai Yun Hsieh, Shao Kang Lo, Yu Ping Chiu*, Ting Lie

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


This study examines the timing of pop-up advertising appearance and its effect on perceived intrusiveness, advertising irritation and advertising avoidance. Experiment was designed to build a virtual Internet environment (including the main content on the webpage and a pop-up ad) and to manipulate the timing of the pop-up advertising appearance. Participants were invited to participate in two experiments, and then assigned to a specific target browsing task; their advertising browsing activities during the task were measured. In order to measure their cognitive advertising avoidance, an eye-tracking device was utilised to gain objective and accurate psychological information. Results showed that earlier pop-up advertising appearances are associated with a lower consumer fixation count and fixation length; in contrast, pop-up advertising that appears later is associated with a higher fixation count and fixation length. This study attempts to gain more objective and accurate psychological data by using an eye-tracking device to collect information about eye movements associated with the appearance of pop-up advertising to better analyse consumer behaviours towards them. These results offer insights to Internet advertisers and Internet platform companies on how to provide more efficient Internet advertising.

Original languageEnglish
JournalBehaviour and Information Technology
Publication statusAccepted/In press - 2020
Externally publishedYes


  • advertising avoidance
  • advertising intrusiveness
  • eye tracking
  • Pop-up advertising
  • pop-up timing

ASJC Scopus subject areas

  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Social Sciences(all)
  • Human-Computer Interaction


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