{"id":"https://openalex.org/W2086651866","doi":"https://doi.org/10.1145/1993574.1993584","title":"The effects of exposure time on memory of display advertisements","display_name":"The effects of exposure time on memory of display advertisements","publication_year":2011,"publication_date":"2011-06-05","ids":{"openalex":"https://openalex.org/W2086651866","doi":"https://doi.org/10.1145/1993574.1993584","mag":"2086651866"},"language":"en","primary_location":{"id":"doi:10.1145/1993574.1993584","is_oa":false,"landing_page_url":"https://doi.org/10.1145/1993574.1993584","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 12th ACM conference on Electronic commerce","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5007746083","display_name":"Daniel G. Goldstein","orcid":"https://orcid.org/0000-0002-0970-5598"},"institutions":[{"id":"https://openalex.org/I4210133173","display_name":"Research!America (United States)","ror":"https://ror.org/044pgyv50","country_code":"US","type":"company","lineage":["https://openalex.org/I4210133173"]},{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Daniel G. Goldstein","raw_affiliation_strings":["Yahoo! Research, New York, NY, USA"],"affiliations":[{"raw_affiliation_string":"Yahoo! Research, New York, NY, USA","institution_ids":["https://openalex.org/I4210133173","https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5089940510","display_name":"R. Preston McAfee","orcid":"https://orcid.org/0000-0002-2587-3161"},"institutions":[{"id":"https://openalex.org/I1325784139","display_name":"Yahoo (United Kingdom)","ror":"https://ror.org/038p3gq39","country_code":"GB","type":"company","lineage":["https://openalex.org/I1325784139","https://openalex.org/I4210134091"]},{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["GB","US"],"is_corresponding":false,"raw_author_name":"R. Preston McAfee","raw_affiliation_strings":["Yahoo! Research, Burbank, NY, USA","Yahoo! Research, Burbank, NY, USA#TAB#"],"affiliations":[{"raw_affiliation_string":"Yahoo! Research, Burbank, NY, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo! Research, Burbank, NY, USA#TAB#","institution_ids":["https://openalex.org/I1325784139"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5051257652","display_name":"Siddharth Suri","orcid":"https://orcid.org/0000-0002-1318-8140"},"institutions":[{"id":"https://openalex.org/I4210133173","display_name":"Research!America (United States)","ror":"https://ror.org/044pgyv50","country_code":"US","type":"company","lineage":["https://openalex.org/I4210133173"]},{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Siddharth Suri","raw_affiliation_strings":["Yahoo! Research, New York, NY, USA"],"affiliations":[{"raw_affiliation_string":"Yahoo! Research, New York, NY, USA","institution_ids":["https://openalex.org/I4210133173","https://openalex.org/I4210134091"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5007746083"],"corresponding_institution_ids":["https://openalex.org/I4210133173","https://openalex.org/I4210134091"],"apc_list":null,"apc_paid":null,"fwci":9.6932,"has_fulltext":false,"cited_by_count":43,"citation_normalized_percentile":{"value":0.97512815,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":99},"biblio":{"volume":null,"issue":null,"first_page":"49","last_page":"58"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9914000034332275,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9914000034332275,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10042","display_name":"Neural and Behavioral Psychology Studies","score":0.9890000224113464,"subfield":{"id":"https://openalex.org/subfields/2805","display_name":"Cognitive Neuroscience"},"field":{"id":"https://openalex.org/fields/28","display_name":"Neuroscience"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}},{"id":"https://openalex.org/T10315","display_name":"Decision-Making and Behavioral Economics","score":0.9825999736785889,"subfield":{"id":"https://openalex.org/subfields/1800","display_name":"General Decision Sciences"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.6750020980834961},{"id":"https://openalex.org/keywords/recall","display_name":"Recall","score":0.6604326963424683},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.6600204706192017},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5596531629562378},{"id":"https://openalex.org/keywords/liberian-dollar","display_name":"Liberian dollar","score":0.5104197859764099},{"id":"https://openalex.org/keywords/function","display_name":"Function (biology)","score":0.5007023811340332},{"id":"https://openalex.org/keywords/page-view","display_name":"Page view","score":0.45257893204689026},{"id":"https://openalex.org/keywords/logarithm","display_name":"Logarithm","score":0.44342178106307983},{"id":"https://openalex.org/keywords/reading","display_name":"Reading (process)","score":0.4183169901371002},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.3836519122123718},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.3221905827522278},{"id":"https://openalex.org/keywords/web-page","display_name":"Web page","score":0.31521207094192505},{"id":"https://openalex.org/keywords/cognitive-psychology","display_name":"Cognitive psychology","score":0.22644737362861633},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.21225962042808533},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.17645543813705444},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.1453717052936554},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.1319287121295929},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.10797873139381409}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6750020980834961},{"id":"https://openalex.org/C100660578","wikidata":"https://www.wikidata.org/wiki/Q18733","display_name":"Recall","level":2,"score":0.6604326963424683},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.6600204706192017},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5596531629562378},{"id":"https://openalex.org/C109168655","wikidata":"https://www.wikidata.org/wiki/Q242988","display_name":"Liberian dollar","level":2,"score":0.5104197859764099},{"id":"https://openalex.org/C14036430","wikidata":"https://www.wikidata.org/wiki/Q3736076","display_name":"Function (biology)","level":2,"score":0.5007023811340332},{"id":"https://openalex.org/C103645729","wikidata":"https://www.wikidata.org/wiki/Q911187","display_name":"Page view","level":5,"score":0.45257893204689026},{"id":"https://openalex.org/C39927690","wikidata":"https://www.wikidata.org/wiki/Q11197","display_name":"Logarithm","level":2,"score":0.44342178106307983},{"id":"https://openalex.org/C554936623","wikidata":"https://www.wikidata.org/wiki/Q199657","display_name":"Reading (process)","level":2,"score":0.4183169901371002},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.3836519122123718},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3221905827522278},{"id":"https://openalex.org/C21959979","wikidata":"https://www.wikidata.org/wiki/Q36774","display_name":"Web page","level":2,"score":0.31521207094192505},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.22644737362861633},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.21225962042808533},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.17645543813705444},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.1453717052936554},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.1319287121295929},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.10797873139381409},{"id":"https://openalex.org/C78458016","wikidata":"https://www.wikidata.org/wiki/Q840400","display_name":"Evolutionary biology","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.0},{"id":"https://openalex.org/C61096286","wikidata":"https://www.wikidata.org/wiki/Q7978592","display_name":"Web navigation","level":3,"score":0.0},{"id":"https://openalex.org/C134306372","wikidata":"https://www.wikidata.org/wiki/Q7754","display_name":"Mathematical analysis","level":1,"score":0.0},{"id":"https://openalex.org/C173576120","wikidata":"https://www.wikidata.org/wiki/Q2641220","display_name":"Static web page","level":4,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.1145/1993574.1993584","is_oa":false,"landing_page_url":"https://doi.org/10.1145/1993574.1993584","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 12th ACM conference on Electronic commerce","raw_type":"proceedings-article"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.190.4104","is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.190.4104","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://vita.mcafee.cc/PDF/ad_exposure.pdf","raw_type":"text"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.232.2393","is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.232.2393","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://www.dangoldstein.com/papers/Goldstein_McAfee_Suri_Ad_Exposure_EC11.pdf","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","score":0.47999998927116394,"display_name":"Industry, innovation and infrastructure"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":15,"referenced_works":["https://openalex.org/W1493336649","https://openalex.org/W1530407286","https://openalex.org/W2001590643","https://openalex.org/W2032466449","https://openalex.org/W2073836652","https://openalex.org/W2093163898","https://openalex.org/W2106114848","https://openalex.org/W2106568252","https://openalex.org/W2139365147","https://openalex.org/W2144375251","https://openalex.org/W2164976104","https://openalex.org/W3122078363","https://openalex.org/W4230947300","https://openalex.org/W4256693708","https://openalex.org/W6631759981"],"related_works":["https://openalex.org/W2166269909","https://openalex.org/W2734818785","https://openalex.org/W1959333116","https://openalex.org/W2552270810","https://openalex.org/W2765325217","https://openalex.org/W2112161338","https://openalex.org/W1998900697","https://openalex.org/W2019140366","https://openalex.org/W158130761","https://openalex.org/W3123475414"],"abstract_inverted_index":{"Display":[0],"advertising":[1,70],"is":[2,28,47,164],"a":[3,11,66,93,135,143,146,165,193,202,237,248],"multi-billion":[4],"dollar":[5],"industry":[6,273],"that":[7,35,46,92,154,209,211,231],"has":[8,247],"traditionally":[9],"used":[10],"pricing":[12],"scheme":[13],"based":[14,255],"on":[15,172,256],"the":[16,30,82,90,125,178,196,215,272],"number":[17,22,31],"of":[18,23,25,32,34,69,123,137,145,158,169,195,198,243,275],"impressions":[19,24],"delivered.":[20],"The":[21,121],"an":[26,44,97],"ad":[27,45,86,173,257],"simply":[29],"downloads":[33],"ad.":[36],"One":[37],"impression,":[38],"however,":[39],"does":[40],"not":[41],"differentiate":[42],"between":[43,85],"in":[48,112,128,223,236],"view":[49,129,234],"for":[50,155,240],"five":[51,54],"seconds":[52],"or":[53,140],"minutes.":[55],"Since":[56],"advertisers":[57],"seek":[58],"brand":[59],"recognition":[60,174,224],"and":[61,89,148,175,261],"recall,":[62,176],"we":[63,207],"ask":[64],"whether":[65],"time-based":[67],"accounting":[68,253],"can":[71],"better":[72],"align":[73,267],"with":[74,177,268],"advertisers'":[75],"goals.":[76],"This":[77],"work":[78],"aims":[79],"to":[80,160],"model":[81],"basic":[83],"relationship":[84],"exposure":[87,156,170,199,245,258],"time":[88,124,171,200,227,246,263],"probability":[91],"viewer":[94],"will":[95],"remember":[96],"advertisement.":[98],"We":[99],"investigate":[100],"this":[101,185],"question":[102],"via":[103],"two":[104],"behavioral":[105],"experiments,":[106],"conducted":[107],"using":[108],"Amazon":[109],"Mechanical":[110],"Turk,":[111],"which":[113],"people":[114],"viewed":[115],"Web":[116,216],"pages":[117],"accompanied":[118],"by":[119],"ads.":[120],"amount":[122],"ads":[126,230],"were":[127],"was":[130],"either":[131],"determined":[132],"endogenously":[133],"(as":[134,142],"function":[136,144,194],"reading":[138],"speed)":[139],"exogenously":[141],"timer":[147],"random":[149],"assignment).":[150],"Our":[151],"results":[152],"suggest":[153],"times":[157],"up":[159],"one":[161],"minute,":[162],"there":[163],"strong,":[166],"causal":[167],"influence":[168],"marginal":[179,221],"effects":[180],"diminishing":[181],"at":[182],"durations":[183],"beyond":[184],"level.":[186],"Simple":[187],"models":[188],"describing":[189],"memory":[190],"response":[191],"as":[192],"logarithm":[197],"provide":[201],"good":[203],"fit.":[204],"In":[205],"addition,":[206],"find":[208],"advertisements":[210],"are":[212],"displayed":[213],"when":[214],"page":[217],"loads":[218],"attain":[219],"greater":[220],"increases":[222],"per":[225],"unit":[226],"than":[228,271],"do":[229],"come":[232],"into":[233],"second":[235],"sequence.":[238],"Nonetheless,":[239],"both":[241],"types":[242],"ads,":[244],"substantial":[249],"effect.":[250],"A":[251],"psychologically-informed":[252],"system":[254],"duration,":[259],"sequence":[260],"onset":[262],"may":[264],"more":[265],"closely":[266],"advertiser":[269],"goals":[270],"standard":[274],"impression-based":[276],"accounting.":[277]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":2},{"year":2021,"cited_by_count":5},{"year":2020,"cited_by_count":4},{"year":2019,"cited_by_count":5},{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":2},{"year":2016,"cited_by_count":3},{"year":2015,"cited_by_count":3},{"year":2014,"cited_by_count":4},{"year":2013,"cited_by_count":7},{"year":2012,"cited_by_count":1}],"updated_date":"2026-04-05T17:49:38.594831","created_date":"2025-10-10T00:00:00"}
