Advertisers want to get consumers to love products, but they often try to do this by annoying them with unwelcome and disruptive advertising. This creates a possible contradiction between the negative feelings elicited by the advertising and the positive feelings the consumers are supposed to develop towards the advertised products. To illustrate, we asked 24 students in a course on Consumer Psychology to rate the degree to which they perceived the ads they encounter every day as annoying. Nearly half of the students (45%) reported that they found ads “almost always” annoying, and half of the students (50%) reported that they found ads “sometimes” annoying. Upon inquiry, the one person who stated that she was “almost never” annoyed by ads admitted that she had installed an ad blocker on her computer, and that she did not watch television at all, which suggests that she was probably just very good at avoiding ads altogether. This is of course only anecdotal evidence, but the negative view of advertising is also reflected in large-scale surveys on this issue (Cho and Cheon 2004; Edwards, Li, and Lee 2002). Ads can be annoying in a number of ways—they can have shocking and offensive content or can be presented in an annoying way. In the present study, we are interested in disruptive advertising (e.g., pop-up ads) that distract from important or pleasant activities, or may even disrupt these activities entirely. Perceived interference with task-related goals was found to be the most important factor in explaining negative attitudes towards Internet ads (Cho and Cheon 2004). Pop-up ads that directly interfere with ongoing tasks are known to be perceived as particularly annoying (Edwards, Li, and Lee 2002). However, while it is clear that intrusive pop-up ads are perceived as annoying, it is unclear whether this annoyance is transferred to the advertised brands. If so, this would defeat the purpose of advertising because it would hurt the advertised brands. However, the fact that disruptive advertising is so widely used in practice may suggest that the assumption that annoyance is transferred to the advertised brands is false, and that, quite to the contrary, disruptive advertising has positive effects on consumer preferences. From a psychological perspective, the effects of disruptive advertising on consumer preferences are unclear because two broad classes of theories lead to conflicting predictions. According to the first class, annoying advertising leads to negative effects on consumer preferences. When the association between a brand and annoying advertising is obvious to consumers (e.g., because it can still be retrieved from memory), they may show reactance (Edwards, Li, and Lee 2002) by deliberately choosing to avoid the brand. Even when the association with the negative experience can no longer be explicitly retrieved, brand preferences may be negatively affected. For instance, pop-up ads that disrupt pleasant activities such as playing a computer game or browsing the internet are evaluated very negatively by consumers (Edwards, Li, and Lee 2002).