Quotation Acquisti, Alessandro, Spiekermann-Hoff, Sarah. 2011. Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers’ Willingness to Pay. Journal of Interactive Marketing. 24 (4), 226-240.




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.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Interactive Marketing
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new INF-A, MAR-A, STRAT-B, WH-B
Language English
Title Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers’ Willingness to Pay
Volume 24
Number 4
Year 2011
Page from 226
Page to 240
URL https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3305339
DOI https://doi.org/10.1016/j.intmar.2011.04.003
Open Access N


Spiekermann-Hoff, Sarah (Details)
Acquisti, Alessandro (Carnegie Mellon University, United Kingdom)
Institute for Information Systems and Society IN (Details)
Competence Center for Sustainability Transformation and Responsibility WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
1108 Informatics (Details)
5300 Economics (Details)
6103 Ethics (Details)
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