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Do Interruptions Pay off? Effects of Interruptive Ads on Consumers' Willingness to Pay

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  • Acquisti, Alessandro
  • Spiekermann, Sarah

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.

Suggested Citation

  • Acquisti, Alessandro & Spiekermann, Sarah, 2011. "Do Interruptions Pay off? Effects of Interruptive Ads on Consumers' Willingness to Pay," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 226-240.
    • Handle: RePEc:eee:joinma:v:25:y:2011:i:4:p:226-240
    DOI: 10.1016/j.intmar.2011.04.003
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    2. Chen, Zihe & Zhu, Dong Hong, 2022. "Effect of dynamic promotion display on purchase intention: The moderating role of involvement," Journal of Business Research, Elsevier, vol. 148(C), pages 252-261.
    3. Sousa Prado, Tiago, 2023. "Assessment of market power in digital markets: Conceptual framework and empirical strategy," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 278014, International Telecommunications Society (ITS).
    4. Marchand, André & Hennig-Thurau, Thorsten, 2013. "Value Creation in the Video Game Industry: Industry Economics, Consumer Benefits, and Research Opportunities," Journal of Interactive Marketing, Elsevier, vol. 27(3), pages 141-157.
    5. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    6. Bell, Raoul & Buchner, Axel, 2018. "Positive Effects of Disruptive Advertising on Consumer Preferences," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 1-13.
    7. Prado, Tiago S., 2021. "Assessing the Market Power of Digital Platforms," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238048, International Telecommunications Society (ITS).
    8. Tucker, Catherine E., 2012. "The economics of advertising and privacy," International Journal of Industrial Organization, Elsevier, vol. 30(3), pages 326-329.

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