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

Journal of Interactive Marketing, 25(4), 226--240 (2011) https://doi.org/10.1016/j.intmar.2011.04.003

40 Pages Posted: 6 Jan 2019 Last revised: 17 Nov 2021

See all articles by Alessandro Acquisti

Alessandro Acquisti

Carnegie Mellon University - H. John Heinz III School of Public Policy and Management

Sarah Spiekermann

Vienna University of Economics and Business

Date Written: 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.

Keywords: Advertising, Attention, Privacy, Willingness to Pay, Electronic Commerce

Suggested Citation

Acquisti, Alessandro and Spiekermann, Sarah, Do Interruptions Pay Off?: Effects of Interruptive Ads on Consumers' Willingness to Pay (November 2011). Journal of Interactive Marketing, 25(4), 226--240 (2011) https://doi.org/10.1016/j.intmar.2011.04.003, Available at SSRN: https://ssrn.com/abstract=3305339

Alessandro Acquisti (Contact Author)

Carnegie Mellon University - H. John Heinz III School of Public Policy and Management ( email )

Pittsburgh, PA 15213-3890
United States
412-268-9853 (Phone)
412-268-5339 (Fax)

Sarah Spiekermann

Vienna University of Economics and Business ( email )

Welthandelsplatz 1
Vienna, Wien 1020
Austria

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