Multicriteria Selection of Online Advertising Content for the Habituation Effect Reduction

While extant research has examined the various areas related to interactive marketing, techniques to overcome habituation effects without negative impact on users are still less explored. Usually effects such as vividness are used and they have an influence on consumer skepticism toward websites and brands, which negatively influences their attitudes. This research contributes to the field through exploration and identification of consumer responses to multimedia content focused on reduction of habituation effects through visual elements with high intensity used. The results were obtained from the natural responses of web users and subjective experiments in which a group of observers rated differently arranged banners. Proposed decision support model based on the COMET method helps to validate proposed scenarios towards compromise solutions.