From the you-mean-you-needed-a-study-to-learn-that department comes this recent finding that when consumers are absorbed in a narrative. They don't like to be interrupted with advertising.
A new study from the September issue of the Journal of Consumer Research shows that the more consumers are absorbed in the narrative flow of a story – a process known as transportation – the less likely they are to respond positively to the intrusion of advertisements. These findings have interesting implications for advertisers, many of whom pay more for "premium" ad placement that may actually deter consumers.
Really? I'm shocked. What would our lives be like if they weren't constantly interrupted by irrelevant advertisements?