Originally posted on TechCrunch:
Congratulations! Act now to read this entire post to win some understanding about human nature! Researchers at the Penn State Media Effects Research Laboratory have found that time sensitive banner ads and other potentially scummy advertising methods rarely fool mobile users into clicking and, instead, cause them to treat the site as a potential threat.
“It could be that an instant gratification message makes mobile users, who tend to be more tech savvy, leery about the site,” said Professor S. Shyam Sundar.
For example, sites and banners that encourage you to do something “right now” or click to win are ignored at best by mobile users. Sundar believes it’s because mobile users are more experienced on the Internet and aren’t fooled by advertising in the same way a desktop-only user might.
“It’s a boomerang effect–marketers may think that they are activating the instant gratification heuristic when they display time-sensitive offers…
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