Scientists have named the main negative property of online advertising

© Fotolia / Focus Pocus LTDМужчина with laptopScientists have named the main negative property of online advertising© Fotolia / Focus Pocus LTD

. The appearance of even small amounts of online advertising on the web page, significantly reduces the attentiveness of the reader and makes him less patient, say Polish neuroscientists in an article published in the journal Cognitive Processing.

«We made two conclusions – first, is reduces the level of concentration of a person, which is reflected in the decrease of activity of beta waves in the frontal cortex. Secondly, it changes how varies greatly the activity of the cortex in the left and right hemispheres of the brain, which may be quite different to affect the behavior of curious and fearful of people,» says Isabela REER (Izabela Rejer) from the University of Szczecin (Poland).

In recent years, scientists began to seriously worry about how online advertising can influence the behavior and psyche of the people. About two years ago scientists from the University of Michigan published a study in which they showed that is especially strong effects on the alcoholic preferences of adolescents and makes them choose the drinks that are most often flashed on television screens or in advertising in the global network.

REER and her colleague Jaroslaw Jankowski (Jaroslaw Jankovsky) decided to find out what exactly is going on in the mind of the user at the time when he sees an ad, watching the brain and behavior of a half-dozen volunteers, whom they invited to pass a simple test of intelligence and memory.

During this experiment, the researchers asked the students to read about ten pages of text on the computer and then answering a few questions on its content. In half of the cases they had read the text, «decorated» with banners, including pop-UPS and other annoying types of advertising, and the rest of the participants in the experiments only saw him in pure form.

When volunteers read the text and answer the questions on the content of the text, the scientists monitored their brains using electroencephalography, noting all changes in the cortex and other regions of the brain associated with emotion and memory.

As shown by these observations, is significantly reduced concentration in volunteers, so they remember less information from the text they read than people who are not forced to fight banners covering half of the text, and pop-UPS. These changes are manifested at the level of the electrical activity of the brain, which fell in that part of the cortex, which is responsible for maintaining concentration and information processing.

In addition to reducing care, scientists have recorded changes in how to «communicate» with each other, the cortex of the left and right hemispheres of the brain, however, these changes were different for people of different psychological types. For example, the volunteers that were moved by curiosity, increased activity of the left hemisphere, and the people that were moved by fear, had begun to prove himself right hemisphere.

Why is this happening and how these changes affect behaviour and thinking of people, the REER and Jankowski don’t know yet, but I plan to find out through further experiments involving a larger number of volunteers.