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We present the results of a study designed to measure the impact ofinterruptive advertising on consumers willingness to pay for products bearingthe advertiser's brand. Subjects participating in a controlled experiment wereexposed to ads that diverted their attention from a computer game they weretesting. We found that ads significantly lowered subjects willingness to payfor a good associated with the advertised brand. We did not find conclusiveevidence that providing some level of user control over the appearance of adsmitigated the negative impact of ad interruption. Our results contribute to theresearch on the economic impact of advertising, and introduce a method ofmeasuring actual (as opposed to self-reported) willingness to pay inexperimental marketing research.

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