Primary and Recency Effects on Clicking Behaviour

Research output: Contribution to journalArticle

49 Citations (Scopus)

Abstract

As consumers and business increasingly use the Internet, understanding how and why users choose website links or email links becomes correspondingly important. Two recent articles report a monotonic effect of link order and clicking on a link; this means that the higher a link’s position in a list of links, the greater the probability that visitors will click on that link. The difference in probability of clicking has important implications for designing webpage navigation for visitors.We report on two field experiments that confirm and extend these studies, showing the efficacy of the first link, a primacy effect. Visitors to a site, however, also show an increased tendency to click on links at the end of the list, a recency effect that previous studies failed to note. This article discusses the potential reasons for recency effects, and the implications of serial position effects more generally.
Original languageEnglish
Pages (from-to)Article 7
JournalJournal of Computer Mediated Communication
Volume11
Issue number2
DOIs
Publication statusPublished - 2006

Fingerprint

Telecommunication links
Electronic mail
Websites
Navigation
Internet
Industry
Experiments

Cite this

@article{8dc93a6f986a4343bd617b9c4ffeba6c,
title = "Primary and Recency Effects on Clicking Behaviour",
abstract = "As consumers and business increasingly use the Internet, understanding how and why users choose website links or email links becomes correspondingly important. Two recent articles report a monotonic effect of link order and clicking on a link; this means that the higher a link’s position in a list of links, the greater the probability that visitors will click on that link. The difference in probability of clicking has important implications for designing webpage navigation for visitors.We report on two field experiments that confirm and extend these studies, showing the efficacy of the first link, a primacy effect. Visitors to a site, however, also show an increased tendency to click on links at the end of the list, a recency effect that previous studies failed to note. This article discusses the potential reasons for recency effects, and the implications of serial position effects more generally.",
author = "Jamie Murphy and C. Hofacker and Dick Mizerski",
year = "2006",
doi = "10.1080/00074910600873641",
language = "English",
volume = "11",
pages = "Article 7",
journal = "Journal of Computer Mediated Communication",
issn = "1083-6101",
publisher = "Wiley-Blackwell",
number = "2",

}

Primary and Recency Effects on Clicking Behaviour. / Murphy, Jamie; Hofacker, C.; Mizerski, Dick.

In: Journal of Computer Mediated Communication, Vol. 11, No. 2, 2006, p. Article 7.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Primary and Recency Effects on Clicking Behaviour

AU - Murphy, Jamie

AU - Hofacker, C.

AU - Mizerski, Dick

PY - 2006

Y1 - 2006

N2 - As consumers and business increasingly use the Internet, understanding how and why users choose website links or email links becomes correspondingly important. Two recent articles report a monotonic effect of link order and clicking on a link; this means that the higher a link’s position in a list of links, the greater the probability that visitors will click on that link. The difference in probability of clicking has important implications for designing webpage navigation for visitors.We report on two field experiments that confirm and extend these studies, showing the efficacy of the first link, a primacy effect. Visitors to a site, however, also show an increased tendency to click on links at the end of the list, a recency effect that previous studies failed to note. This article discusses the potential reasons for recency effects, and the implications of serial position effects more generally.

AB - As consumers and business increasingly use the Internet, understanding how and why users choose website links or email links becomes correspondingly important. Two recent articles report a monotonic effect of link order and clicking on a link; this means that the higher a link’s position in a list of links, the greater the probability that visitors will click on that link. The difference in probability of clicking has important implications for designing webpage navigation for visitors.We report on two field experiments that confirm and extend these studies, showing the efficacy of the first link, a primacy effect. Visitors to a site, however, also show an increased tendency to click on links at the end of the list, a recency effect that previous studies failed to note. This article discusses the potential reasons for recency effects, and the implications of serial position effects more generally.

U2 - 10.1080/00074910600873641

DO - 10.1080/00074910600873641

M3 - Article

VL - 11

SP - Article 7

JO - Journal of Computer Mediated Communication

JF - Journal of Computer Mediated Communication

SN - 1083-6101

IS - 2

ER -