{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/44216"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/44216","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Advertising distractor devaluation under perceptual and cognitive load","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.","abstract_html":"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.","abstract_has_math":false,"creators":["Wang, Zongyuan"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Duff, Brittany"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2013,"date_issued":"2013-05-24T21:54:28Z","date_published":"2013-05-24T21:54:28Z","updated_at":"2026-07-22T22:25:33Z","subjects":["Advertising","Distractor Devaluation","Perceptual Load","Cognitive Load","Advertising Avoidance"],"languages":["en"],"rights":["Copyright 2013 Zongyuan Wang"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/44216","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Duff, Brittany"]},{"key":"dc:creator","label":"Author","values":["Wang, Zongyuan"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2013-05-24T21:54:28Z","2013-05"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Advertising","Distractor Devaluation","Perceptual Load","Cognitive Load","Advertising Avoidance"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2013 Zongyuan Wang"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/44216"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["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.","Item withdrawn by Mark Zulauf (zulauf@illinois.edu) on 2013-04-23T12:30:40Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 1 Wang_Zongyuan.pdf: 821262 bytes, checksum: 822dc3c6194418a6cb6a1111a222c746 (MD5)","Made available in DSpace on 2013-05-24T21:54:28Z (GMT). No. of bitstreams: 2 Zongyuan_Wang.pdf: 820120 bytes, checksum: 3b8716f35905a9956d1b7bc78dccf4bd (MD5) license.txt: 4063 bytes, checksum: 8d22633c26e9545b0075eb545d0b2081 (MD5)"]},{"key":"dc:title","label":"Title","values":["Advertising distractor devaluation under perceptual and cognitive load"]}]}],"canonical_facts":{"dc:contributor":["Duff, Brittany"],"dc:creator":["Wang, Zongyuan"],"dc:date":["2013-05-24T21:54:28Z","2013-05"],"dc:description":["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.","Item withdrawn by Mark Zulauf (zulauf@illinois.edu) on 2013-04-23T12:30:40Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 1 Wang_Zongyuan.pdf: 821262 bytes, checksum: 822dc3c6194418a6cb6a1111a222c746 (MD5)","Made available in DSpace on 2013-05-24T21:54:28Z (GMT). No. of bitstreams: 2 Zongyuan_Wang.pdf: 820120 bytes, checksum: 3b8716f35905a9956d1b7bc78dccf4bd (MD5) license.txt: 4063 bytes, checksum: 8d22633c26e9545b0075eb545d0b2081 (MD5)"],"dc:identifier":["http://hdl.handle.net/2142/44216"],"dc:language":["en"],"dc:rights":["Copyright 2013 Zongyuan Wang"],"dc:subject":["Advertising","Distractor Devaluation","Perceptual Load","Cognitive Load","Advertising Avoidance"],"dc:title":["Advertising distractor devaluation under perceptual and cognitive load"],"dc:type":["text"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:25:33Z"}