By Anindita Paul.
Paul has researched several cognitive psychology studies that explore the relationship between animations and the effect on attention, in particular ads and web animations on the internet. After reviewing all of the studies, Paul concludes that animations on a webpage does not necessarily mean increasing the attraction of the page. There also may be factors that cause the animations on the webpage that may not be so obvious to the user during browsing. Paul suggests the empirical studies should seek to further assess the affects of specific animations on user behaviour. However, with these existing cognitive psychology literature they correlate and suggest that animations have a distinct effect on attention.
Paul, Anindita. (2008) Animations and Its Effect on Attention. Proceedings of the American Society for Information Science and Technology 44(1) pp. 1-4.