Purpose The purpose of this study is to investigate online viewers’ preferences concerning the number and duration of video advertisements to watch during commercial breaks. The goal of the investigations was to assess whether online viewers preferred watching a fewer number of advertisements with longer durations or a greater number of advertisements with shorter durations. Design/methodology/approach Two studies used experimental research designs to assess viewers’ preferences regarding advertisements. These designs used two independent variables and one dependent variable. The first independent variable manipulated the type of choice options given to online viewers (e.g. one 60 s or two 30 s advertisements). The second independent variable manipulated when the choice was given to online viewers (i.e. at the beginning of the viewing experience or in the middle of the experience). The dependent variable measured viewers’ choices concerning their preferred advertisement option. Findings The results across both studies found that participants made choices that minimized total advertisement exposure time when possible. When minimizing total exposure time was not possible, participants made choices that minimized the number of exposures instead. Originality/value These investigations extend the literature on advertisement choice by examining online viewers’ preferences about the format of their advertising experience rather than the content of the persuasive messages themselves. In addition, these investigations provide value by investigating viewers’ responses to stimuli within realistic online simulations rather than abstract hypotheticals.

Abstract. This study examined the efficacy of using behavioral feedback and social norms health message interventions to reduce social networking site (SNS) use. A total of 107 participants reported their current SNS use and attitude through endorsement of the statement “I spend too much time on social media” before being randomly assigned to read a message (control, generic consequences, social norms, or behavioral feedback). After reading the message, participants reported their future intentions to use social media and responded to the statement again. The results demonstrated a relationship between the social norms message and future intended SNS use, such that those who read information about the norm for SNS use were more likely to report that they intended to reduce their SNS use in the future. An interaction suggested that the higher the current use, the more effective it was to expose the user to the social norm. Additionally, an association was found between the behavioral feedback message and the belief that they were currently using SNSs too much, such that those who saw tailored consequences of their use were more likely to endorse the statement more strongly. Overall, using these health messages as an intervention to reduce SNS use is a promising avenue that should be explored further.