Advertising distractor devaluation under perceptual and cognitive load

Advertising;Distractor Devaluation;Perceptual Load;Cognitive Load;Advertising Avoidance

Wang, Zongyuan ; Duff ; Brittany

关键词: Advertising;    Distractor Devaluation;    Perceptual Load;    Cognitive Load;    Advertising Avoidance;   

Others  :  https://www.ideals.illinois.edu/bitstream/handle/2142/44216/Zongyuan_Wang.pdf?sequence=1&isAllowed=y

美国|英语

来源: The Illinois Digital Environment for Access to Learning and Scholarship

【 摘 要 】

Advertising avoidance has long been considered as an active elimination of ad effect afterconscious processing. However, recent research demonstrates that ignoring (passiveavoidance) is also a common strategy used by Internet viewers when they encounter adistracting ad. The act of ignoring due largely to our limited processing capacity (Lang, 2000)induces unconscious processing of ads, which are found to negatively affect subsequentevaluation of these ads. This process is named “distractor devaluation” in both cognitivepsychology (Fenske & Raymond, 2006) and advertising research (Duff & Faber, 2011).Recent advertising research demonstrates that when ads are embedded beside a central task,people tend to ignore them when focusing on the task. We examined how people's evaluation,familiarity and memory of an ad differ when they were faced with interactive web games thatdiffered in cognitive and perceptual load. We find that memory, familiarity, and evaluation ofperipheral ads only declines with perceptual load.