Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Cognitive marketing and purchase decision with reference to pop up and banner advertisements Subject The topic of the resource Banner advertisements; Consumers buying behavior; Pop-Up advertisements; Ugly truth Description An account of the resource The aim of this research paper is to employ a mixed research approach and to check how the past data differs from the present and hence it uses an argument mapping to find the reality using focus group. Since genders have different opinion on pop-up and banner advertisements, two focus groups, one group consisting the female gender and the other focus group consisting the male respondents have been taken for the data collection. Small sample has been used for the argument mapping (N=45/Male) and (N=47/Female). A series of steps has been conducted in the argument mapping and relevant maps have been developed for drawing inference. It is found that, male have no patience to deal with the pop-up and banner advertisements but women are keener and patient enough to make the best use of these advertisements. On the other hand a questionnaire was framed from the variables found from the literature review and the same was distributed to both the genders and it was found collectively that though pop-up advertisements and banner advertisements are useful in some way, it is always considered to be a negative aspect. Misleading advertisements, data security scam are a few negative aspects of such advertisements and hence, there are a lot of ugly truth behind pop up and banner advertisements. The mixed research approach (triangulation) between the quantitative and qualitative is a new initiative taken by the researchers in this research and holds originality of the study. 2018 Academic Research Publishing Group. Creator An entity primarily responsible for making the resource Krushali S.; Jojo N.; Anand Shankar Raja M. Source A related resource from which the described resource is derived Journal of Social Sciences Research, Vol-4, No. 12, pp. 718-735. Publisher An entity responsible for making the resource available Academic Research Publishing Group Date A point or period of time associated with an event in the lifecycle of the resource 2018-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.32861/jssr.412.718.735" target="_blank" rel="noreferrer noopener">https://doi.org/10.32861/jssr.412.718.735</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85060457242&amp;doi=10.32861%2Fjssr.412.718.735&amp;partnerID=40&amp;md5=5773f8ed260d6da4eecce8d357bf6b99" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85060457242&amp;doi=10.32861%2fjssr.412.718.735&amp;partnerID=40&amp;md5=5773f8ed260d6da4eecce8d357bf6b99</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access Relation A related resource ISSN: 24136670 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Krushali S., Department of Commerce, CHRIST (Deemed to be university), Bengaluru, India; Jojo N., Department of Commerce, CHRIST (Deemed to be university), Bengaluru, India; Anand Shankar Raja M., Department of Commerce, CHRIST (Deemed to be university), Bengaluru, India