Editing Banner blindness (section)

==== Clutter aversion ====
A higher than expected number of advertisements may cause a user to view the page as cluttered.<ref name=":6">Cho, C. H., & as-, U. O. T. A. A. I. A. (2004). Why do people avoid advertising on the internet?. ''Journal of advertising'', ''33''(4), 89-97.</ref> The number of adverts and annoyances on a webpage contribute to this perception of clutter.<ref name=":5" /> As users can concentrate on only one stimulus at a time, having too many objects in their field of vision causes them to lose focus.<ref>Djamasbi, S., Hall-Phillips, A., & Yang, R. R. (2013). An Examination of Ads and Viewing Behavior: An Eye Tracking Study on Desktop and Mobile Devices.</ref> This contributes to behaviors such as ad avoidance or banner blindness.