TWO STUDIES ON STRATEGICALLY DESIGNED INTERVENTION

Abstract

Despite the commercial interest in various forms of distractions, research on interface design typically cautions against the use of such distractions. This dissertation, which comprises two studies, is aimed at understanding whether and when “distracting” website features can be constructive if used strategically. The first study conceptualizes distracting website features (e.g., pop-ups) as strategically designed interventions to leverage the benefits of unconscious thought. The second study investigates consumers’ affective responses to an emotionally interesting but potentially distracting presentation of user-generated content (i.e., danmaku) in the context of entertainment marketing. Together, we take an important step toward understanding the cognitive and affective benefits of distracting website features and the contingent conditions in which the benefits would be more salient. It demonstrates that distractions, if strategically designed, are capable of gaining cognitive and affective benefits. This dissertation has made critical contributions to the literature on information systems and a few reference disciplines.