Abstract
The use of eye tracking has revealed some interesting facts about how users interact with web pages. The interaction between the user and the web page is highly user-driven. Because they are aware of where the Internet ads (banners) are located, they know the way to avoid them, using active-avoidance strategies, which seem to be a result of conditioning. The condition of not looking at the Internet ads while surfing may also be transferred to a new context. The learned inhibition against looking at web advertising is thus both more general and less domain specific than previously assumed. Both the communicative value and the immediate behavioral responses of the Internet users can be measured using eye-tracking methods. Eye tracking has proved to be a powerful tool in evaluating the interaction between a user and a web site because it allows simultaneous recording of attention and behavior.
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