Advertising distractor devaluation under perceptual and cognitive load

Wang, Zongyuan

Permalink

https://hdl.handle.net/2142/44216 Copy

Description

Title

Advertising distractor devaluation under perceptual and cognitive load

Author(s)

Wang, Zongyuan

Issue Date

2013-05-24T21:54:28Z

Director of Research (if dissertation) or Advisor (if thesis)

Duff, Brittany

Department of Study

Advertising

Discipline

Advertising

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

M.S.

Degree Level

Thesis

Keyword(s)

• Advertising
• 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.

Graduation Semester

2013-05

Permalink

http://hdl.handle.net/2142/44216

Copyright and License Information

Copyright 2013 Zongyuan Wang

Owning Collections