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 found that ads significantly lowered subjects' willingness to pay for
a good associated with the advertised brand. We did not find conclusive evidence that providing
some level of user control over the appearance of ads mitigated 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.
| Identifer | oai:union.ndltd.org:VIENNA/oai:epub.wu-wien.ac.at:3317 |
| Date | January 2011 |
| Creators | Acquisti, Alessandro, Spiekermann, Sarah |
| Publisher | Elsevier |
| Source Sets | Wirtschaftsuniversität Wien |
| Language | English |
| Detected Language | English |
| Type | Article, PeerReviewed |
| Format | application/pdf |
| Relation | http://dx.doi.org/10.1016/j.intmar.2011.04.003, http://www.elsevier.com, http://epub.wu.ac.at/3317/ |
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