Working Papers

The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand Evaluations

Daniel M. Zane, Robert W. Smith, and Rebecca Walker Reczek

Jun 4, 2018

Good news for marketers: Carefully crafted ads delivered through appropriate mediums can still have a positive impact on brand evaluations even in the increasingly cluttered environment that consumers navigate today. That’s because consumers may infer they have positive evaluations of a brand when they find themselves distracted by a background ad (i.e., distraction = interest). 

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