Editing Banner blindness (section)

==== User goals ====
When searching for specific information on a website, users focus only on the parts of the page where they expect that information will be, e.g. small text and hyperlinks.<ref name=":9">Pagendarm, M.; Schaumburg, H. (2001). [https://journals.tdl.org/jodi/index.php/jodi/article/view/36/38 "Why Are Users Banner-Blind? The Impact of Navigation Style on the Perception of Web Banners"]. ''Journal of Digital Information''. '''2''' (1).</ref> A 2011 study investigated via eye-tracking analysis whether users avoided looking at ads inserted on a non-search website, and whether they retained ad content in memory. The study found that most participants fixated (looked at) ads at least once during their website visit.<ref>Hervet, G.; Guerard, K.; Tremblay, S.; Chtourou, M. S. (2011). "Is Banner Blindness Genuine? Eye Tracking Internet Text Advertising". ''Applied Cognitive Psychology''. '''25''' (5): 708–716. [[Digital object identifier|doi]]:[[doi:10.1002/acp.1742|10.1002/acp.1742]].</ref> When a viewer is working on a task, ads may cause a disturbance, eventually leading to ad avoidance. If a user wants to find something on the web page and ads disrupt or delay their search, they will try to avoid the source of interference.<ref name=":5" />