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Citation
Alessandro Acquisti, Sarah Spiekermann. "Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers' Willingness to Pay". Journal of Interactive Marketing, 25(4):226-240, November 2011.

Abstract
We present the results of a study designed to measure the impact of interruptive advertising on consumers' willingness to pay for products bearing the advertiser's brand. Subjects participating in a controlled experiment were exposed to ads that diverted their attention from a computer game they were testing. We measured subjects' willingness to pay for a good associated with the advertised brand. We found that the ads significantly lowered the willingness to pay for goods associated with the advertising brand. We do not find conclusive evidence that providing some level of user control over the appearance of ads mitigates the negative impact of ad interruption. Our results contribute to the research on the economic impact of advertising, and introduce a method of measuring actual (as opposed to self-reported) willingness to pay in experimental marketing research.

Electronic downloads

• http://www.sciencedirect.com/science/article/pii/S1094996811000326

• HTML

  Alessandro Acquisti, Sarah Spiekermann. <a
  href="http://www.truststc.org/pubs/832.html"
  >Do Interruptions Pay Off? Effects of Interruptive Ads on
  Consumers' Willingness to Pay</a>, <i>Journal of
  Interactive Marketing</i>, 25(4):226-240, November
  2011.

• Plain text

  Alessandro Acquisti, Sarah Spiekermann. "Do
  Interruptions Pay Off? Effects of Interruptive Ads on
  Consumers' Willingness to Pay". <i>Journal of
  Interactive Marketing</i>, 25(4):226-240, November
  2011.

• BibTeX

  @article{AcquistiSpiekermann11_DoInterruptionsPayOffEffectsOfInterruptiveAdsOnConsumers,
      author = {Alessandro Acquisti and Sarah Spiekermann},
      title = {Do Interruptions Pay Off? Effects of Interruptive
                Ads on Consumers' Willingness to Pay},
      journal = {Journal of Interactive Marketing},
      volume = {25},
      number = {4},
      pages = {pp. 226-240},
      month = {November},
      year = {2011},
      abstract = {We present the results of a study designed to
                measure the impact of interruptive advertising on
                consumers' willingness to pay for products bearing
                the advertiser's brand. Subjects participating in
                a controlled experiment were exposed to ads that
                diverted their attention from a computer game they
                were testing. We measured subjects' willingness to
                pay for a good associated with the advertised
                brand. We found that the ads significantly lowered
                the willingness to pay for goods associated with
                the advertising brand. We do not find conclusive
                evidence that providing some level of user control
                over the appearance of ads mitigates the negative
                impact of ad interruption. Our results contribute
                to the research on the economic impact of
                advertising, and introduce a method of measuring
                actual (as opposed to self-reported) willingness
                to pay in experimental marketing research.},
      URL = {http://www.truststc.org/pubs/832.html}
  }
  

Posted by Mary Stewart on 4 Apr 2012.
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