According to new research by Carnegie Mellon University’s Human-Computer Interaction Lab, interruptions make us dumber.
By how much?
Twenty percent, according to tests conducted by Carnegie Mellon.
Commercials, as we all know, interrupt. That’s why we don’t like them.
(Or, is it because we unconsciously know that they make us dumber?)
Now, turn the tables. Make it so that people can access commercials on their terms. In other words, so they don’t interrupt.
Would this allow commercials to make us smarter?
At least about the product or brand being advertised.
But that would mean creating “non-intrusive advertising.”
And, as we all know, that's an oxymoron.