论文标题
干扰有回报吗？干扰性广告对消费者愿意支付的影响
Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers Willingness to Pay
论文作者
论文摘要
我们介绍了一项研究的结果，旨在衡量干扰性广告对消费者愿意支付带有广告商品牌的产品的影响。参加受控实验的受试者暴露于广告中，这些广告将注意力转移到他们正在测试的计算机游戏中。我们发现，广告大大降低了主题的意愿，愿意为与广告品牌相关的商品付费。我们没有发现确定的证据表明，提供对广告外观的一定程度的控制，从而减轻了AD中断的负面影响。我们的结果有助于对广告的经济影响进行研究，并引入了一种测量实际（与自我报告的）愿意在实验营销研究中付款的方法。
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.
