Do Interruptions Pay Off? Effects on Interruptive Ads on Costumers' Willingness to Pay

Acquisti, Alessandro and Spiekermann, Sarah (2011) Do Interruptions Pay Off? Effects on Interruptive Ads on Costumers' Willingness to Pay. Journal of Interactive Marketing , 25 (4). pp. 226-240. ISSN 1094-9968


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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 found that ads significantly lowered subjects' willingness to pay for a good associated with the advertised brand. We did not find conclusive evidence that providing some level of user control over the appearance of ads mitigated 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.

Item Type: Article
Additional Information: To see the final version of this paper please visit the publisher's website. Access to the published version may require a subscription. The definitive version is available at
Keywords: advertising / attention / privacy / willingness to pay / electronic commerce
Divisions: Departments > Informationsverarbeitung u Prozessmanag. > Informationswirtschaft > BWL und Wirtschaftsinformatik
Version of the Document: Accepted for Publication
Variance from Published Version: Minor
Depositing User: Dissertation Administrator
Date Deposited: 19 Dec 2011 10:53
Last Modified: 28 Apr 2018 16:31
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