中断会带来回报吗？打断性广告对消费者支付意愿的影响
Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers Willingness to Pay
摘要：
我们提出了一项研究的结果，旨在衡量中断广告的影响，消费者愿意支付的产品轴承广告商的品牌。参与对照实验的受试者被暴露在广告中，这些广告转移了他们对正在测试的计算机游戏的注意力。我们发现，广告显着降低主题愿意支付良好的广告品牌。我们没有发现确凿的证据表明，提供一定程度的用户控制广告的外观减轻了广告中断的负面影响。我们的研究结果有助于广告的经济影响的研究，并介绍了一种方法来衡量实际（而不是自我报告）支付意愿的实验营销研究。
英文摘要：
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.
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