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Title:Advertising distractor devaluation under perceptual and cognitive load
Author(s):Wang, Zongyuan
Advisor(s):Duff, Brittany
Department / Program:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
Distractor Devaluation
Perceptual Load
Cognitive Load
Advertising Avoidance
Abstract:Advertising avoidance has long been considered as an active elimination of ad effect after conscious processing. However, recent research demonstrates that ignoring (passive avoidance) is also a common strategy used by Internet viewers when they encounter a distracting 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 subsequent evaluation of these ads. This process is named “distractor devaluation” in both cognitive psychology (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 that differed in cognitive and perceptual load. We find that memory, familiarity, and evaluation of peripheral ads only declines with perceptual load.
Issue Date:2013-05-24
Rights Information:Copyright 2013 Zongyuan Wang
Date Available in IDEALS:2013-05-24
Date Deposited:2013-05

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