The Economic and Cognitive Costs of Annoying Display Advertisements

  title={The Economic and Cognitive Costs of Annoying Display Advertisements},
  author={Daniel G. Goldstein and Siddharth Suri and R. Preston McAfee and Matthew Ekstrand-Abueg and Fernando D. Diaz},
  journal={Journal of Marketing Research},
  pages={742 - 752}
Some online display advertisements are annoying. Although publishers know the payment they receive to run annoying ads, little is known about the cost that such ads incur (e.g., causing website abandonment). Across three empirical studies, the authors address two primary questions: (1) What is the economic cost of annoying ads to publishers? and (2) What is the cognitive impact of annoying ads to users? First, the authors conduct a preliminary study to identify sets of more and less annoying… 
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