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

@article{Acquisti2020DoIP,
  title={Do Interruptions Pay Off?: Effects of Interruptive Ads on Consumers' Willingness to Pay},
  author={Alessandro Acquisti and Sarah Spiekermann},
  journal={MKTG: Advertising (Topic)},
  year={2020}
}
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… 
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