A possible explanation for the banner blindness phenomenon may be the way users interact with websites. Users tend to either search for specific information or browse aimlessly from one page to the next, according to the cognitive schemata that they have constructed for different web tasks. When searching for specific information on a website, users focus only on the parts of the page where they assume the relevant information will be, e.g. small text and hyperlinks. A new methodological view has been taken into account, in a particular study conducted by Hervet et al., focusing on whether participants actually paid attention to the ads and on the relationship between their gaze behavior and their memories of these ads, investigating via eye-tracking analysis whether internet users avoid looking at ads inserted on a non-search website, and whether they retain ad content in memory. The study found that most participants fixated ads at least once during their website visit. When a viewer is working on a task, ads may cause a disturbance, eventually leading to ad avoidance. If a user wants to find something on the web page and ads disrupt or delay his search, he will try to avoid the source of interference.