An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness

McCoy, Scott; Everard, Andrea; Polák, Peter; Galletta, Dennis F.

doi:10.1080/10447310802335664

Cited by 112 publications

(108 citation statements)

References 25 publications

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“…As can be observed in Table 1, the study of ad intrusiveness has frequently focused on several ad formats, a priori considered intrusive, such as pop-ups, interstitials and spam Fuxi et al 2009;Li et al 2002;McCoy et al 2008;Morimoto and Macias 2009;Truong and Simmons 2010;Ying et al 2009). Different advertising formats have been observed providing differing levels of perceived intrusion.…”

Section: Perceived Intrusiveness and Online Advertising Formatsmentioning

confidence: 97%

“…In this scenario, if an ad does not offer ways for the user to eliminate or close it, it interrupts the user's purpose of navigation; on the other hand, if it can be closed, the perceived interruption will be minor. The possibility to close an ad is an example of what some authors call ''control over an ad '' (McCoy et al 2008). Therefore, the lack of perceived control over online advertising is related to not being able to close the intrusively perceived ad.…”

Section: Perceived Intrusiveness and Negative Attitudesmentioning

confidence: 98%

“…McCoy et al (2008) distinguish between ads that do and do not obscure the website content. They noted that banner ads, in their different variations, do not hide website content, or in other • A direct correlation is observed between the degree of cognitive intensity applied to the user's task-at-hand and the perceived intrusion.…”

Section: Perceived Intrusiveness and Online Advertising Formatsmentioning

confidence: 99%

“…Different advertising formats have been observed providing differing levels of perceived intrusion. Some formats have the capacity to mix their content with that of the websites that house them; other, like interstitials, are designed to forcefully interrupt the user's flow thereby capturing their attention (McCoy et al 2007(McCoy et al , 2008McCoy and Fernández Robin 2011).…”

Section: Perceived Intrusiveness and Online Advertising Formatsmentioning

confidence: 99%

“…In summation, the perception of intrusion is the materialization of a mechanism by which the ad causes annoyance and triggers emotional reactions in the user, possibly driving the user to advertising evasion . In other words, perceived intrusion is a measure of how distracting an ad is and of the consequent wandering of attention from the user's task (McCoy et al 2008). …”

Section: Conceptual Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

Rejón‐Guardia

Martínez–López

2013

Progress in IS

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The proliferation of advertising in all communication media causes consumers to perceive a significant amount of competitiveness between advertised products, as well as to feel overwhelmed by the intrusiveness of their advertisements. When taken together, these dimensions form the concept ''advertising clutter.'' A review of the literature shows that perceived intrusiveness is the main component of the perception of clutter. Advertising clutter can prompt undesired behaviors (e.g., advertising avoidance) as well as attitudes contrary to those that companies' advertising campaigns hope to achieve. It also leads to diminished advertising efficacy in terms of consumer memory, a decrease in positive attitudes towards the message and brand, as well as declined purchasing intention and, therefore, sales. In this article, the main consequences of advertising clutter for consumers in online media are reviewed and discussed. To that end, a theoretical review of this concept and its main dimensions is performed; special attention is paid to the online context. Finally, some practical recommendations and research opportunities are pointed out.

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Section: Perceived Intrusiveness and Online Advertising Formatsmentioning

confidence: 97%

Section: Perceived Intrusiveness and Negative Attitudesmentioning

confidence: 98%

Section: Perceived Intrusiveness and Online Advertising Formatsmentioning

confidence: 99%

Section: Perceived Intrusiveness and Online Advertising Formatsmentioning

confidence: 99%

Section: Conceptual Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

Rejón‐Guardia

Martínez–López

2013

Progress in IS

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Danmaku consistency reduces consumer purchases during live streaming: A dual‐process model

Zhang,

Ruan

2024

Psychology and Marketing

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Danmaku, a new type of real‐time electronic word‐of‐mouth (eWOM) for shopping during live streaming, was designed to be consistent when promoting products during live streaming to create an active atmosphere. However, the effect of danmaku consistency on consumer purchases has received limited attention. Specifically, the literature on eWOM consistency mainly considers valence consistency in information posted after purchase; it does not explore real‐time interactions under live‐streaming conditions. Therefore, from the perspective of consumer‐to‐consumer interactions, this research innovatively explores the negative impact of danmaku consistency (in both content and format) on consumer purchases. Based on three experiments, we find that danmaku consistency reduces consumer purchases during live streaming. This effect occurs through a dual‐process mechanism of psychological reactance and information richness. In addition, the above negative effect is attenuated by the moderating role of perceived intrinsic motivation to post danmaku. The findings contribute to the eWOM literature by shedding new light on the negative side of danmaku consistency during live streaming, and they provide practical suggestions for streamers and platforms for designing danmaku and increasing consumer engagement.

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Invisible transparency: How different types of ad disclaimers on Facebook affect whether and how digital political advertising is perceived

et al. 2022

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One central measure set out in the regulation of digital political advertising (DPA) concentrates on transparency disclaimers to make users aware that the respective content was bought and targeted at them with a specific intention by an advertiser. However, we lack scientific evidence about if and how users perceive transparency disclaimers of DPA on social media. This article aims to provide first empirical answers to these questions by drawing on a two‐part eye‐tracking study with 177 participants that compares the effect of different prominent ad disclaimers (i.e., versions previously [V1] and currently [V2] used by Facebook as well as a self‐designed [V3] disclaimer version) on the perception of DPA. We show that most users do not fixate on the ad disclaimers regardless of their prominence, nor does the prominence of the disclaimers affect the perceived intrusiveness and acceptance of the DPA. However, the recall and ad recognition were significantly lower for the less prominent ad disclaimers used by Facebook compared to our self‐designed more prominent version, pointing to the shortcomings of the platform's current transparency rules. Altogether, our study allows a more substantiated discussion about how DPA is recognized and evaluated by users, which contributes to the debate about incorporating regulations for DPA.

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An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness

Cited by 112 publications

References 25 publications

Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

Danmaku consistency reduces consumer purchases during live streaming: A dual‐process model

Invisible transparency: How different types of ad disclaimers on Facebook affect whether and how digital political advertising is perceived

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