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Measuring the Intrusiveness of Advertisements: Scale Development and Validation
Journal of Advertising
Abstract and Figures
The current study examines consumers'perceptions of the intrusiveness of advertisements. A scale is developed to tap an underlying construct that has not previously been measured. Following traditional methods of scale development, the study uses expert-generated adjective lists, expands possible measures using a thesaurus, and finally reduces the number of items statistically to derive a new measure of advertising intrusiveness. The scale is validated using samples in different experimental conditions and is found to be valid, reliable, and parsimonious. The importance of such a scale for the field of advertising is discussed.
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... Given that Twitch's in-stream video advertising appears as an unzippable format on the stream window, incorporated into Twitch live broadcasts, exposure to in-stream video advertising is inevitable on Twitch unless users subscribe to a channel or use a Twitch Turbo subscription. In the context of online advertising effectiveness, extensive research contends that forceful advertising interruptions can diminish users' perceived control over the web interface and heighten ad avoidance tendencies due to psychological reactance (Campbell et al., 2017;Lee et al., 2016;Li et al., 2002;Yaveroglu & Donthu, 2008). ...
... Advertising intrusiveness is often seen as one of the primary causes of annoyance and a leading factor in ad avoidance on numerous occasions (Brechman et al., 2016;Edwards et al., 2002;McCoy et al., 2008;Li et al., 2002;Li & Lo, 2015;Rejón-Guardia & Martínez-López, 2014;Smith, 2011). The intrusiveness of advertising is defined as an ad's ability to obstruct users' exposure to or active involvement in media content Goldfarb & Tucker, 2011;McCoy et al., 2008;Li et al., 2002). ...
... Advertising intrusiveness is often seen as one of the primary causes of annoyance and a leading factor in ad avoidance on numerous occasions (Brechman et al., 2016;Edwards et al., 2002;McCoy et al., 2008;Li et al., 2002;Li & Lo, 2015;Rejón-Guardia & Martínez-López, 2014;Smith, 2011). The intrusiveness of advertising is defined as an ad's ability to obstruct users' exposure to or active involvement in media content Goldfarb & Tucker, 2011;McCoy et al., 2008;Li et al., 2002). While a higher degree of forced exposure can increase users' awareness of advertisements, several scholars are concerned that users' reactance toward intrusiveness can diminish their positive attitudes toward ads and behavioral intentions (Cho et al., 2001;Clee & Wicklund, 1980;Ha & McCann, 2008;Li et al., 2002;Stayman & Aaker, 1988). ...
Twitch provides a unique opportunity for exploring how users’ experiences on live-streaming platforms, characterized by immersive virtual environments full of sensory richness and real-time interactivity, intersect with their perceptions of intrusive ad interruption. Given the frequent exposure of Twitch users to in-stream video advertisements, this research aims to unlock the psychological mechanism of advertising acceptance on Twitch. Expanding the psychological reactance framework, the researchers have developed a comprehensive theoretical framework that examines the intricate interplay between users’ telepresence, flow experience, their reactance toward in-stream video ads, and the subsequent outcomes of such reactance (i.e., ad avoidance) within the context of live-broadcasts. The results of an online survey (N=297) show that having a high flow status on Twitch appears to intensify users’ reactance toward ad invasiveness and ad avoidance. Notably, anger emerges as a dominant cause for reactant users’ avoidance of advertising. This study’s key findings are discussed in-depth, along with theoretical and practical implications. Keywords: live streaming platforms, telepresence, flow, reactance, ad avoidance, Twitch
... First, reliance on machine learning algorithms by AR can trigger a perceived loss of control when the technology requests access to highly personal data, particularly, biometric information captured through facial recognition (Smink et al., 2020). This perceived invasion of personal boundaries frequently results in irritation and annoyance among users (Li et al., 2002). ...
In e-commerce, Augmented Reality (AR) employs computer vision and artificial intelligence (AI) techniques to enhance the shopping experience through personalized recommendations based on users’ physical data. However, concerns regarding privacy and perceived intrusiveness can undermine the persuasive appeal of personalized AR for e-commerce experiences. Can overtly communicating information transparency mitigate such concerns? Two between-subjects online experiments were conducted, revealing that consumers were drawn to the AR-powered e-commerce site due to its heightened perceived immersion and usefulness but also considered it more intrusive than the non-AR site. However, when both websites were AR-powered, the one with high information transparency significantly enhanced perceived privacy protection, reducing perceived intrusiveness. Perceived transparency positively mediated the effects, particularly among individuals with lower pre-existing trust in algorithms. These findings have implications for theory pertaining to the use of AR in strategic communications and the design of information transparency for AR-powered e-commerce.
... Kutatások szerint egy ilyen eseménysorozat következtében a felhasználókban negatív érzések keletkeznek, hiszen egy személyes adatokon alapuló hirdetéssel való találkozás számos gondolatot vagy akár aggodalmat is felvethet a fogyasztókban (Odoom 2022). Az észlelt tolakodóságot azonban nem csak a perszonalizálás befolyásolhatja pozitív irányba (Odoom 2022), hanem kifejtheti negatív hatását akár a vásárlási (Li et al. 2002, Odoom 2022) vagy az átkattintási szándékra is (Gironda & Korgaonkar 2018). Ezek alapján a következő hipotézisek kerültek megfogalmazásra: ...
A viselkedésalapú hirdetési célzás térnyerésével az észlelt előnyök mellett fokozatosan előtérbe kerülnek a felhasználók részéről felmerülő adatvédelmi kérdések is. Az adatvédelemmel kapcsolatos attitűdök kettősségét a szakirodalom a perszonalizálás-privátszféra paradoxonnal írja le, melynek vizsgálatához jelenleg még nem áll rendelkezésünkre egy egységes, elfogadott modell. Ehhez kapcsolódóan, jelen tanulmány célja az Instagramon megvalósuló viselkedésalapú célzáshoz kapcsolódó változók modellezése a közöttük lévő összefüggésrendszer feltárása érdekében. A szakirodalom alapján legfontosabbnak ítélt változók segítségével felállított elméleti modell tesztelésére konfirmatorikus faktorelemzés és PLS-útelemzés került lefuttatásra. A felállított hipotézisek vizsgálatát követően létrejött egy észlelt perszonalizálást, észlelt tolakodóságot, adatvédelmi aggályt és reklámmal kapcsolatos attitűdöt magába foglaló vizsgálati modell, melyben közvetett és teljes hatások is azonosításra kerültek. A kutatás segíthet megérteni a gyakorló marketing szakemberek számára is a felhasználók fejében lezajló adatvédelemhez kapcsolódó folyamatokat, amelyek szem előtt tartásával javíthatók a viselkedésalapú hirdetési célzáshoz kapcsolódó negatív attitűdök és kontraproduktív hatások.
Purpose
Amid increasing advertising noise on social media, this study examines the phenomenon of reactance in response to call-to-action (CTA) imperative messages in social media advertisements and investigates whether users are more likely than not to avoid ads perceived as having a stronger persuasive intent. It examines the phenomenon of reactance in response to CTA imperative messages in social media advertisements.
Design/methodology/approach
A post-test control group experimental method was employed, where users were randomly exposed to manipulated and non-manipulated social media ads. The control group viewed ads without CTA imperative elements, while the experimental group encountered ads featuring multiple CTA messages. Both groups had identical segmentation attributes, with the same appearance and wording of ads except for the CTA elements. Statistical analysis was conducted on impressions and clicks.
Findings
Results show that ads lacking direct CTA imperative elements are more effective at eliciting clicks. Strongly persuasive CTA messages may provoke reactance, reducing ad effectiveness. These findings challenge common industry practices and highlight the importance of neutral, organic advertising strategies in social media environments.
Originality/value
This study enhances the understanding of the relationship between CTA imperative messages and user reactance. Extending Brehm’s Psychological Reactance Theory (PRT) introduces the inductive reactance model (IRM), offering a deeper theoretical framework. The findings may lead marketers to reassess the use of imperative CTA messages, questioning practices that prioritize direct CTA.
Learners face problems while using traditional e-learning systems but AI introduces an innovative stage of advancement in technology that gives revolution in e-learning process. Study investigates factors that influence learner behavioral intention to use AI and actual usage in higher education. The study proposed UTAUT and IS model with additional external variables like perceive risk, work engagement and self-efficacy of learner. Cross-sectional study was used to measure research models based on several theories related to AI that brings cutting-edge technologies that enhance e-learning. Data was analysed using SEM technique. Research model and hypothesis testing was done by AMOS. Study investigate performance expectancy, effort expectancy, facilitating condition, system quality, service quality information quality, perceived risk, work engagement; self-efficacy had significantly influenced behavioral intention and actual use of AI. Finding gives practical references to stakeholders for adoption and acceptance of AI within e-learning process in higher education in NCR.
This chapter introduces the conceptual framework of the book. It presents how state surveillance is defined and referred to throughout the book, and reviews the literature about the external factors (i.e., institutional, technological, and contextual) that influence individuals’ acceptance of state surveillance. The first section, next, presents the chronological evolution of surveillance from the first references in Antiquity all the way through to contemporary times. The second section is dedicated to conceptualizing and defining surveillance in general, and the third section discusses the features of contemporary surveillance. The fourth section sets out how this book conceptualizes state surveillance and the fifth one reviews the literature about individuals and their acceptance of state surveillance. The conclusions summarize the main points raised in this chapter.
Purpose
Excessive social media use has emerged as a pressing issue in recent years, prompting concerns about its adverse effects on users’ physical and mental well-being. In response to these concerns, the Chinese short video platform Douyin has implemented healthy use reminders to mitigate excessive and problematic use. This study aims to investigate the effectiveness of Douyin healthy use reminders on users’ perceptions and behaviors.
Design/methodology/approach
We conducted an online survey on Chinese college students who were Douyin users. We measured users’ perceived intrusiveness toward the reminder messages, perceived freedom threat, psychological reactance, attitudes toward the reminder messages, and their compliance behavior in the survey.
Findings
Results from structural equation modeling showed that users’ perception of the reminders’ intrusiveness negatively impacted their attitude, subsequently affecting compliance behavior. Additionally, results showed that this effect could be explained by psychological reactance theory, as perceived intrusiveness heightened users’ sense of freedom threat and psychological reactance, further influencing attitude and compliance behavior.
Implications
Our findings imply that social media platforms like Douyin should take into account user experience and acceptance of the healthy use reminders to enhance the persuasive effects. Possible strategies to enhance the communication effectiveness of the healthy use reminder messages are discussed.
Originality/value
Although recent literature has paid more attention to the problematic and excessive use of social networks, these studies primarily focused on exploring users’ dispositional traits to explain the association between excessive social media use and users’ well-being. The present study is the first to explore the psychological processes that explain the effectiveness of platform-initiated healthy use intervention. We also extend the theoretical understanding of the psychological reactance theory in social media use in a non-English context.
Companies invest a large amount of money in sponsorship. The association between a sponsor and a sporting event is considered a very effective marketing strategy. One aspect that influences consumer response to sponsorship is the credibility of the sponsor. The purpose of this study was to examine the influence of sponsor credibility on consumer attitudes and intentions. Four hundred and seventy-four participants of two street race events were interviewed. Data were analyzed using the partial least squares structural equation modeling. The event organizer, a variable not fully explored in the literature, was also addressed. The perception of sponsor credibility had a positive influence on consumer attitudes toward the event organizer, the sponsor and the event. The sponsor's credibility also positively affected the consumer's intention to purchase the sponsor's products and the word-of-mouth intention. These results confirm the importance of sponsor credibility in order to achieve favorable consumer behavior. The analysis of the role of the event organizer in the success of sponsorship introduces a new element to the study of sporting events.
Sixteen copy characteristics or advertising approaches that appear to either increase or decrease irritation emerge from a study of 524 television commercials. The results also show how irritation levels vary by product class and by socioeconomic level.
Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of AAd. The authors present the latest version of a theory of AAd formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed.
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
With the rapid growth in VCR penetration levels, the increased usage of VCR will come at the expense of broadcast television viewing. It.is also likely that commercials are deleted during recording or skipped during playback. In this study, the attitudes toward TV advertising between the VCR owners and non-owners, and between tapers and non-tapers among VCR users are investigated. While no differences in attitude between the VCR users and the non-users in general are suggested, it is found that there are significant differences between the users who ‘zip and zap’ TV commercials and the users who do not.
One of the more pressing problems facing television advertisers today is zipping: fast-forwarding by viewers through commercials when playing a pre-recorded or rented videotape. This paper presents the results of laboratory and field investigations to assess whether viewers evaluate commercials prior to zipping them. High levels of zipping were found, reducing the audience size for commercials well below that for the programs. Block zipping, in which two or more commercials were zipped at a time, was discovered to be a predominant mode of zipping behavior. Zipping rates were lowest for the first commercial in the first pod, and highest for the commercials in the last pod. The authors conclude that a majority of subjects zipped to indiscriminately avoid all commercials and that few attempted to evaluate commercials prior to zipping them.