Abstract This study investigates the influence of creativity and exposure effect on customers’ attention to web-ads. The experiment takes a two-factor between-subjects design of 2 (creativity: present vs. absent) and 5 exposure levels (exposure times：1 vs. 2 vs. 3 vs. 4 vs.5) to examine the effect of different exposure times for creative and noncreative web-ads on consumers’ attention. The result shows that ① at any level of repetition, the creative ads always receive more attention than noncreative ads; ② consumers’ first fixation duration on creative ads demonstrates an inverted U-shaped curve with the first fixation duration peaking at medium level of repetition; ③ the subjects’ pupil diameters reach the peak value when they are exposed to the creative ads for the second time, suggesting that they pay the highest level of attention.
