The effects of online Internet advertising techniques, such as banners, pop-ups, and pop-under, on the consumers or Internet users are discussed. Online consumers are goal-oriented and judge online advertisements even more harshly that those in other media, such as television. Some researchers have found that the online users find information helpful when presented in an enjoyable context, and some consumers develop such negative attitudes toward the ads and avoid them whenever possible. Experimental Web sites with different type of advertisements were developed that were accessed over the Internet in a controlled laboratory setting by 536 undergraduate students enrolled in two US universities. The researchers discovered that interruption from a task cause people to suffer in their recall performance and react negatively to the need to try and process the information provided in the interruption as well as the Web site.
