Missing the mark: Advertising avoidance and distractor devaluation

Brittany Duff, Ronald Faber

Research output: Contribution to journalArticlepeer-review


Currently, most work in advertising assumes neutral or positive effects of exposed ads that are physically present, but not actively attended to by consumers. The primary justification for this assumption is the mere exposure effect. Recent work suggests that when people avoid distracting stimuli while engaged in a search or focused activity, however, negative affect for the distractor can occur. This distractor devaluation hypothesis was applied to banner ads. Results show that participants developed more negative attitudes toward avoided brands that appeared as distractor ads on a Web page, particularly when the ads were visually similar and near the target content.

Original languageEnglish (US)
Pages (from-to)51-62
Number of pages12
JournalJournal of Advertising
Issue number2
StatePublished - Jul 1 2011

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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