The Economic and Cognitive Costs of Annoying Display Advertisements

  title={The Economic and Cognitive Costs of Annoying Display Advertisements},
  author={Daniel G. Goldstein},
Some online display advertisements are annoying. While publishers know the payment they receive to run annoying ads, little is known about the cost such ads incur, for instance, by causing website abandonment. Across three empirical studies, we address two primary questions. What is the economic cost of annoying ads to publishers? What is the cognitive impact of annoying ads? First we conduct a preliminary study to identify sets of more and less annoying ads. Second, in a field experiment, we… CONTINUE READING


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