A quick test: how many of you can name the product being advertised in the banner ad at the top of the page? Chances are, the ad's presence didn't even register with most seasoned web browsers. But that's probably okay, at least according to research that appears in June's Journal of Consumer Research . The research concludes that repeated exposure to a product via banner ads generates a positive feeling towards that product. The good news for consumers is that a critical reevaluation of the product can make these positive feelings vanish.