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The impact of online disruptive ads on users’ comprehension, evaluation of site credibility, and sentiment of intrusiveness
Abstract
This experimental study explored how online disruptive advertisements affect
users’ information processing, feelings of intrusiveness, and news site’s credibility. Unlike
earlier studies, our results did not show that disruptive ads significantly interfere with viewers’
cognitive processing, measured as comprehension of news content. However, this study confirms previous findings that disruptive ads are perceived as intrusive and annoying, creating negativity on the affect level. Results also indicate an intriguing trend with respect to the impact of disruptive ads on credibility of news Web sites. If ad content is suspected to co-opt with news
production, media credibility suffers.
... Yet, user perceptions start to diverge for the different types of concerns, with more concerns gravitating toward security and privacy issues and ads targeting sensitive attributes more than ad quality. Our findings highlight the multi-dimensional nature of user concerns about targeted advertising: while things like problematic content [135] and disruptions to user experience [136] might be the first thing users notice when interacting with an ad, when asked, users actually understand and care more about deeper issues such as scams [81], invasion of privacy [116], and discriminatory advertising [10,49,123]. ...
... Targeted ads are beneficial to explore relevant content [5,115,136] and help reach small businesses [90]. ...
... United States [5,115,136], India, Bangladesh [90] We aggregated various ad benefits and concerns in one survey to compare their relative prevalence. Participants found targeted ads most beneficial for exploring relevant products and supporting small businesses. ...
Social media platforms are an effective channel for businesses to reach potential audiences through targeted advertising. As the user base of these platforms expands and diversifies, research on targeted advertising and social media needs to go beyond well-studied Western contexts. In an online survey (n=412), we compared users' privacy-related perceptions and behaviors regarding targeted ads on social media in the United States (as a baseline representing Western contexts) and three South Asian countries: Bangladesh, India, and Pakistan. We found that participants in the US perceived significantly fewer benefits and more concerns related to security and privacy about targeted ads than those in the three South Asian countries. We also identified that individual's cultural values and religious affiliations influenced the observed cross-country variances. For instance, US participants identified less with vertical collectivism and vertical individualism than South Asian participants; these two cultural dimensions were, in turn, positively associated with perceived benefits. Our findings highlight the limitation of using one's country as a proxy for culture, as our findings show users' privacy perceptions regarding targeted advertising on social media are more fundamentally associated with their cultural values and religion. We discuss the corresponding design, education, and regulatory implications for targeted advertising on social media.
... Research suggests that more control to web users within interactive content to minimise negative impact should be provided (Chatterjee, 2008). For effective marketing, it is important to determine the point at which conversion represented by the number of acquired interactions relative to the number of visitors is maximised while influence is minimised to reduce adverse impact (Zha and Wu, 2014). Dedicated elements of interface affecting user behaviour are designed to generate interactions (Haubl and Murray, 2001), while other strategies assess the interaction of users and product (Harbich and Hassenzahl, 2011). ...
... Such is typically achieved by using interactive objects such as banner ads, pop-ups, landing pages, recommending interfaces or other active elements within websites that use call-to-action messages. Currently, efforts to find a sweet-spot between the optimal levels of visual intensity have fallen short, with most studies based on breaking cognitive processes (Zha and Wu, 2014) and static approaches with repeated exposures of the same object (Moe, 2006), aggregated measures for positive and negative results with attempts to use fuzzy modelling of the levels of influence and sustainable marketing strategies (Jankowski et al., 2016). ...
... Recent experimental research related to marketing content within digital environments has explored several different methodologies. Some laboratory experiments have targeted selected groups of participants with assigned tasks and questionnaires (Chatterjee, 2008;Zha and Wu, 2014;Zhang, 2006;Baccot et al., 2009). Other field experiments have employed working websites and analysed the behaviour of real audiences (Moe, 2006;Krishnamurthy and Wills, 2006). ...
The study develops and tests a method that can gradually find a sweet spot between user experience and visual intensity of website elements to maximise user conversion with minimal adverse effect. In the first phase of the study, we develop the method. In the second stage, we test and evaluate the method via an empirical study; also, an experiment was conducted within web interface with the gradual intensity of visual elements.The findings reveal that negative response grows faster than conversion when the visual intensity of the web interface is increased. However, a saturation point, where there is coexistence between maximum conversion and minimum negative response, can be found. The findings imply that efforts to attract user attention should be pursued with increased caution and that a gradual approach presented in this study helps in finding a site-specific sweet-spot for a level of visual intensity by incrementally adjusting the elements of the interface and tracking the changes in user behaviour. Web marketing and advertising professionals often face the dilemma of determining the optimal level of visual intensity of interface element. Excessive use of marketing component and attention-grabbing visual elements can lead to an inferior user experience and consequent user churn due to growing intrusiveness. At the same time, too little visual intensity can fail to steer users. The present study provides a gradual approach which aids in finding a balance between user experience and visual intensity, maximising user conversion and thus providing a practical solution for the problem.
... Web-based advertisements are produced in a wide variety of innovative designs and formats, all of which are intended to attract online users' attention and action (Zha & Wu, 2014). Pop-up and interstitial advertising are ingeniously designed to automatically appear and/or linger when Web users get on, move around, or even close a Web page (Edward, Li & Lee, 2002;Shankar & Hollinger, 2007cited in Zha & Wu, 2014. ...
... Pop-up and interstitial advertising are ingeniously designed to automatically appear and/or linger when Web users get on, move around, or even close a Web page (Edward, Li & Lee, 2002;Shankar & Hollinger, 2007cited in Zha & Wu, 2014. While some disruptive advertising can be blocked by browsers, other specially designed advertising such as interstitial and pop-ups are created to surpass existing blocking devices and web users may have no choice but to allow a certain number of disruptive advertising to appear on their computer screens (Zha & Wu, 2014). ...
... Interstitials: Intrusiveness seems to be an indispensable feature and characteristic of adverting, which is to by all intentions make people aware and become fond of products and services that they may otherwise have no interest in (Zha & Wu, 2014). The intrusiveness of advertising is more glaring in online advertising as evident in the nature of pop-ups and interstitials. ...
This study examined the influence of interstitial advertising of online stores on the purchase decision of postgraduate students of University of Uyo. The study adopted the survey research design and the questionnaire served as data collection instrument. The major objective of the study was to find out whether the interstitials of Jumia and Konga online stores influenced the students' purchase decision. Using the multi-stage, cluster and systematic sampling procedures, a sample size of 160 respondents were arrived at. Results show that 58% of the students had bad perception towards interstitials while 93% percent reacted negatively to the interstitial advertising of the online stores. Negative reactions to the interstitials were as a result of their perceived annoying (36%); distractive (17%); time wasting (7%) and intrusive (26%) nature. Major result show that the interstitial advertising of the online stores did not influence the students' purchase decision. It was recommended that online marketers handling the advertising campaign of Jumia and Konga should reduce the level of intrusiveness of interstitials on the Internet-surfing adventure of potential customers.
... Research suggests that more control to web users within interactive content to minimise negative impact should be provided (Chatterjee, 2008). For effective marketing, it is important to determine the point at which conversion represented by the number of acquired interactions relative to the number of visitors is maximised while influence is minimised to reduce adverse impact (Zha and Wu, 2014). Dedicated elements of interface affecting user behaviour are designed to generate interactions (Haubl and Murray, 2001), while other strategies assess the interaction of users and product (Harbich and Hassenzahl, 2011). ...
... Such is typically achieved by using interactive objects such as banner ads, pop-ups, landing pages, recommending interfaces or other active elements within websites that use call-to-action messages. Currently, efforts to find a sweet spot between the optimal levels of visual intensity have fallen short, with most studies based on breaking cognitive processes (Zha and Wu, 2014) and static approaches with repeated exposures of the same object (Moe, 2006), aggregated measures for positive and negative results with attempts to use fuzzy modelling of the levels of influence and sustainable marketing strategies ( Jankowski et al., 2016). ...
... Recent experimental research related to marketing content within digital environments has explored several different methodologies. Some laboratory experiments have targeted selected groups of participants with assigned tasks and questionnaires (Chatterjee, 2008;Zha and Wu, 2014;Zhang, 2006;Baccot et al., 2009). Other field experiments have employed working websites and analysed the behaviour of real audiences (Moe, 2006;Krishnamurthy and Wills, 2006). ...
Purpose
The purpose of this paper is to develop and test a method that can gradually find a sweet spot between user experience and visual intensity of website elements to maximise user conversion with minimal adverse effect.
Design/methodology/approach
In the first phase of the study, the authors develop the method. In the second stage, the authors test and evaluate the method via an empirical study; also, an experiment was conducted within web interface with the gradual intensity of visual elements.
Findings
The findings reveal that the negative response grows faster than conversion when the visual intensity of the web interface is increased. However, a saturation point, where there is coexistence between maximum conversion and minimum negative response, can be found.
Practical implications
The findings imply that efforts to attract user attention should be pursued with increased caution and that a gradual approach presented in this study helps in finding a site-specific sweet spot for a level of visual intensity by incrementally adjusting the elements of the interface and tracking the changes in user behaviour.
Originality/value
Web marketing and advertising professionals often face the dilemma of determining the optimal level of visual intensity of interface element. Excessive use of marketing component and attention-grabbing visual elements can lead to an inferior user experience and consequent user churn due to growing intrusiveness. At the same time, too little visual intensity can fail to steer users. The present study provides a gradual approach which aids in finding a balance between user experience and visual intensity, maximising user conversion and, thus, providing a practical solution for the problem.
... Increasing visibility of online marketing content attracting web user attention often leads to a growth of intrusiveness and degraded user experience due to interruptions of the cognitive processes ( Ha and Litman, 1997;Li et al., 2002a;Nielsen and Huber, 2009 ). Most research uses custom-designed commercial content verified in simulated environments or field experiments ( Moe, 2006;Zha and Wu, 2014 ). Measures have been created to evaluate the intrusiveness level ( Li et al., 2002a ). ...
... With many factors affecting user experience, website developers attempt to minimize the negative impact of marketing components ( Chatterjee, 2008 ). It is important to determine the level at which user attention is maximized while intrusiveness is reduced ( Zha and Wu, 2014 ). ...
... The intrusive content was represented primarily by disruptive popup ads, for which the measured frequency and size and the ability to remove the content was analysed ( Zha and Wu, 2014 ). Some attempts have also been made to use more objective measures, such as the number of clicks ( Nielsen and Huber, 2009 ), the level of anxiety based on frequency of clicks ( Macaulay, 2004 ), costs of intrusiveness ( Goldstein et al., 2013 ), and response time ( Moe, 2006 ). ...
Web user experience is an important relatively new field of study. The impact of marketing content and its visual characteristics on perceived intrusiveness is one sub-field which remains under-explored. Effects such as vividness and intensive call-to-action messages are interrupting the cognitive processes and influence web user attitudes towards online environment. Our research contributes to the field of consumer responses to visual intrusive elements in advertising, using real and synthetic advertising content. The technical and quantitative characteristics considered in the current study include: flickering frequency rate, active area and animations. The results revealed an increased influence of connecting animations with other techniques, and identified its influence on cognitive process. The existence of a threshold of flickering frequency and active area size beyond which the content is perceived as intrusive was confirmed. Finally, we use experimental data to propose an objective metrics to evaluate the intrusiveness level of the elements analyzed. The approach can be used to evaluate the negative effect on web users’ cognitive processes by quantifying certain characteristics of the content. Moreover, it can be used as a reference for similar studies or as an aid for the design of visual content intended to attract web user attention.
... Users perceive advertising clutter with a high share of advertising components among editorial content [1]. There is an observed drop of user satisfaction when more and more intrusive advertising techniques are used to attract potential customers' attention [2] [18]. Earlier research in this field was addressed especially to the effect of intrusiveness on brand awareness and memory [13]. ...
... Earlier research in this field was addressed especially to the effect of intrusiveness on brand awareness and memory [13]. Dedicated measures were introduced to evaluate the level of intrusiveness based on scales defined by Li et al. [5] and were later utilized in various studies [4] [18]. Most of the earlier methods focused on measuring intrusiveness or improving the performance of online marketing [6]. ...
... Design of online systems and their integration with marketing content requires several decisions at all stages of the design process and takes into account factors related to all engaged parties. First of all, user experience should be considered towards better functionality and the creation of solutions that better address the needs of web users [18]. This approach can be conflicting with the perspective of portal owner, who have a high focus on profits. ...
Online systems are often overloaded with marketing content and as a result, perceived intrusiveness negatively affects the user experience and the evaluation of the website. Intentional and unintentional avoidance of the commercial content creates the need for compromise solutions from both the perspective of user experience and business goals. The presented research shows a unique approach to search for tradeoffs between the editorial content and the intensity of marketing components with the use of eye tracking and the multiple-criteria decision analysis methods.
... As a result, users perceive advertising clutter with a high share of advertising space being spread among editorial content (Ha & McCann, 2008). A drop in user experience is observed when more and more intrusive advertising techniques are used to attract user attention (Zha & Wu, 2014;Brajnik & Gabrielli, 2010). Earlier research in this field was mainly focused on the effect of intrusiveness on brand awareness and memory (Chatterjee, 2008). ...
... Earlier research in this field was mainly focused on the effect of intrusiveness on brand awareness and memory (Chatterjee, 2008). Dedicated measures were introduced to evaluate the level of intrusiveness based on scales defined by Li et al. (Li, Edwards, & Joo-Huyn, 2002) and later used in various areas (McCoy, 2007;Zha & Wu, 2014). ...
... Review of literatures shows that earlier approaches in the field of online campaign optimization are related to the maximization of profits and results to advertisers. However from the other point of view in the typical web design process the user experience should be taken into account in order to achieve better functionality and enable the creation of solutions addressed to the need of web users (Zha & Wu, 2014). This approach can be conflicting with financial priorities of portal owners' with a high focus on profits. ...
The focus placed on maximizing user engagement in online advertising negatively affects the user experience because of advertising clutter and increasing intrusiveness. An intelligent decision support system providing balance between user experience and profits from online advertising based on the fuzzy multi-objective optimization model is presented in this paper. The generalized mathematical model uses uncertain parameters for content descriptors that are difficult to be precisely defined and measured, such as the level of intrusiveness and the change in performance over time. The search for final decision solutions and the verification of the proposed model are based on experimental results from both perceptual studies, which are evaluating visibility and intrusiveness of marketing content as well as online campaigns providing interaction data for estimation of effectiveness. Surprisingly, the online response to the most noticeable advertisements with highly perceived visibility and intrusiveness was relatively low. During the field study performed in order to compute the model parameters, the best results were achieved for advertising content with moderate visual influence on web users. Simulations with the proposed model revealed that a growing level of persuasion can increase results only to a certain extent. Above a saturation point, a strategy based on extensive visual effects, such as high-frequency flashing, resulted in a very high increase of intrusiveness and a slightly better performance in terms of acquired interactions. Proposed balanced content design with the use of intelligent decision support system creates directions towards sustainable advertising and a friendlier online environment.
... Between these two, but much closer to the users' side, stand design and usability experts warning of the significant negative effects of advertising techniques on users [1][2][3][4][5]. Users point out that modern tactics and mechanisms of internet advertising often distract them from their goal and prevent them from easily accessing the content they are interested in [6][7][8][9][10][11]. Moreover, in many cases, ads take up deceiving forms and lure users into clicking them only to realize short after that they have been tricked [5,[12][13][14][15]. ...
... A factor that advertisers and advertised companies seem to ignore or underestimate is that aggressive (intrusive, annoying, or deceiving) marketing techniques may have significant negative effects on the advertised product and the brand as a whole. Zha and Wu [9] investigated online ads and how the elements of intrusiveness can affect a website's credibility. To test their hypotheses, they set up different versions of a news website. ...
Despite the technological sophistication of current advertising techniques, the way online ads are delivered is in many cases intrusive, distracts users from their task, and annoys them. To delve into the reasons that make an online ad annoying, we investigate eight specific ad functional features and their effect on perceived annoyance: ability and ease of closing the ad, coverage of page contents, coverage of browser window, ad expansion, automatic ad activation, video/animation, sound, and ad targeting based on the recent browsing history. The study addressed 132 computer science students, both undergraduate and MSc, who were asked to select and document three to six online ads they consider annoying, resulting in a total of 462 recorded ads. The majority of collected annoying ads were automatically activated ads, which in most cases could be closed or stopped easily. Furthermore, ads that covered most of the browser window scored the highest percentage of perceived annoyance. Ads with video or animation and automatically triggered sound, even if displayed in a fixed size area, seem to significantly affect users’ perceived intrusiveness and attention distraction. Also, most ads reported as very annoying were not personalized and were automatically activated, while student level makes no statistically significant difference.
... Also most computer system users can handle interruptions effectively. They have the ability to switch attention between tasks and focus on the primary task immediately after interruption [13]. "Zeigarnik Effect" shows that details of interrupted tasks can be recalled even better than those of uninterrupted tasks [19]. ...
... Moreover, the time needed for completing the whole task was about 15% shorter for the subjects whose concentration on the task was disrupted by displaying ads. These results are in line with those reported in [13]. Obviously we do not state that this is the general truth because the effectiveness of backing to task depends on many factors, such as the length of the interruption, its invasiveness, the modality involved etc. ...
This paper reports the results of the experiment addressing the recovery from interruption phenomenon in terms of brain activity patterns. The aim of the experiment was to find out whether it is possible to find any significant differences in brain activity between subjects performing the task in the recovery period better or worse than the control group. The main outcome from the experiment was that the brain activity of the subjects who performed better than the control group did not change significantly during back to task period compared to interruption period. On the contrary, for subjects whose performance was worse than in the control group, the significant changes in signal power in some frequency bands were found.
... From another perspective, Zha and Wu (2014) concluded that in digital marketing, adverts and other forms of advertising that appear to us automatically daily when we use our smartphones, and which are controlled by AI-enabled tools, are widely considered intrusive and ignored by consumers. Hence, the brands with which they are associated tend to be less considered (Miles and McCamey 2018). ...
This study aimed to study the association between organizational attractiveness, intrinsic motivation, perceived novelty, trust in the process, and the intention to apply, engage, and finish an artificial intelligence recruitment and selection process. It was also tested whether having already had the experience of having been involved in a recruitment and selection process using artificial intelligence moderated these relationships. The sample for this study consisted of 299 participants. The results indicate that organizational attractiveness and perceived novelty are positively and significantly associated with applying to, getting involved in, and completing the recruitment and selection process using artificial intelligence for participants aged between 45 and 54. For participants aged between 35 and 44, trust in the process significantly affects their intention to apply to, get involved in, and complete the recruitment and selection process using artificial intelligence. Intrinsic motivation did not prove to be a significant predictor of the intention to apply to, get involved in, and complete the recruitment and selection process using artificial intelligence.
... The intrusiveness of ads and their potential to disrupt not only user experience but also perceptions of credibility were highlighted in a study by Zha and Wu [20]. Through an experimental setup involving different versions of a news website with varying levels of ad relevance, they examined how different types of ads affected user perceptions of site credibility. ...
Currently, there are a wide range of approaches to deploying digital ads, with advanced technologies now being harnessed to craft advertising that is engaging and even tailored to personal interests and preferences, yet potentially distracting and irritating. This research seeks to evaluate contemporary digital advertising methods by assessing how annoying they are to users, particularly when they distract users from intended tasks or cause delays in regular online activities. To pursue this, an eye-tracking study was conducted, with 51 participants navigating a specially designed website featuring seven distinct types of advertisements without a specific content to avoid the effect of ad content on the collected data. Participants were asked to execute specific information-seeking tasks during the experiment and afterwards to report if they recalled seeing each ad and the degree of annoyance by each ad type. Ad effectiveness is assessed by eye-tracking metrics (time to first fixation, average fixation duration, dwell time, fixation count, and revisit count) depicting how appealing an ad is as a marketing stimulus. Findings indicated that pop-ups, ads with content reorganization, and non-skippable videos ranked as the most annoying forms of advertising. Conversely, in-content ads without content reorganization, banners, and right rail ads were indicated as less intrusive options, seeming to strike a balance between effectiveness and user acceptance.
... As "rich media" advertising, or ads that contain both audio and video elements increases, so too will the interruptions to information seeking and the level of user annoyance. These issues merit more systematic and further examination for future research [1]. ...
Through Structural Equation Modelling, the study shed light on the interplay between the intrusiveness of disruptive advertisements, their behavior towards them, and brand preference. The study sought to understand the interrelationships between these three variables instead of limiting the study to using and measuring the level of intrusion and behavior as a precursor to brand preference. In this study, brand preference is measured using four variables i.e., brand recall, message recall, call to action, and brand liking. These variables are adopted from Keller's Brand Equity Model. The variable intrusiveness was represented by 4 exogenous variables- obtrusiveness, intrusiveness, invasiveness, interference, and distraction [1]. The quasi-experimental research was done involving students in an Arabic university to measure these variables. The experiment was done by showing a video clip to the respondents where a disruptive ad pops up randomly. After watching the video, the respondents were asked to answer a questionnaire developed specifically for this reason. The researchers subjected the data through exploratory factor analysis and a two-stage confirmatory factor analysis before arriving at a hypothesized model. Interestingly, it was found out that the respondent's attitude towards a disruptive advertisement has a weak association with both their behavior towards them and brand preference. A significant association, however, was seen between behavior and brand preference.
... Most of the literature on credibility assessment has focused on understanding the factors correlated with the credibility of any given information source. [11][12][13][14] Understanding these factors is essential in building a predictive model that automatically assesses the credibility of a given content, as these factors will be represented as features or patterns that the model will be built upon. Many studies also have utilized different sets of features and feature selection strategies to assess the credibility of information found on the web. ...
For many people, the Internet is their primary source of knowledge in today’s modern world. Internet users frequently seek health-related information in order to better understand a health problem, seek guidance, or diagnose symptoms. Unfortunately, most of this information is inaccurate or unreliable, making it difficult for regular users to discern reliable sources of information. To determine online source reliability, specific knowledge and domain expertise are necessary. Researchers in health informatics studied a number of linguistic and non-linguistic indicators to assist ordinary individuals in judging medical web page credibility. This study proposes a method that automates the process of assessing the reliability of online medical sites based on textual and non-textual characteristics. To evaluate the proposed approach, we developed a real-world dataset of Arabic web pages that provide medical information. This dataset is the first Arabic medical web page dataset for content credibility evaluation. The hybrid approach was assessed using multiple machine learning and deep learning algorithms on the dataset, providing an accuracy and F1-score of 79 % and 77 %, respectively. We also identify the most observable patterns that help evaluate or detect unreliable web pages written in Arabic.
... From another point of view, visual components with low visibility will fail to deliver messages or initiate assumed actions. For effective communication, it is important to determine the point at which the conversion rate represented by the number of acquired interactions relative to the number of visitors is maximized while influence is minimized to reduce adverse impacts 8 . ...
Proper contrast used for elements within websites or applications is one of the key factors providing their visibility and ability to attract user attention. While usability guidelines and standards such as WCAG 1 assume the existence of minimal contrast for optimum user experience, maximal contrast for positive user experience has not been defined. Recent studies showed that too high a contrast can be harmful for user experience, while visibility is reduced if it is too low. In the present study, experiments were performed to examine the level of user-friendliness and visibility for selected color pairs. We calculated the color contrast according to the WCAG standard. As a result, it was possible to find color combinations not necessarily with a high contrast but delivering visibility and not diminishing user experience. Finally, a ColoUR Picker Tool was developed that supports designers in the design of effective visual communication, which is understood as searching for a balance between user-friendliness, visibility, and color contrast. Research expands current efforts towards effective web design and increased user experience.
... In the case of social marketing and advertising communications, consumers perceived the online advertisements promoted by marketers to be more intrusive than the ones forwarded by users of Facebook (Morris, Choi and Ju, 2016). Zha and Wu (2014) demonstrated that advertisements that are disruptive by nature are perceived to be highly intrusive and annoying which builds negativity at the affect level. ...
... This is because online users do not often have much time for evaluating the site in detail, they are likely to assess only the visual elements (Metzger & Flanagin, 2013). Likewise, if the source has many advertisements, these advertisements could be perceived as intrusive and annoying, which leads to the low perceived credibility of news (Zha & Wu, 2014). Source's functionality, which refers to the functions that affect users' experience is another heuristic (Chung et al., 2012). ...
Social media have become an integral part of our modern society by providing platforms for users to create and exchange news, ideas, and information. The increasing use of social media has raised concerns about the reliability of the shared information, particularly information that is generated from anonymous users. Though prior studies have confirmed the important roles of heuristics and cues in the users’ evaluation of trustworthy information, there has been no research–to our knowledge–that categorized Facebook users based on their approaches to evaluating information credibility.
... Although publishers have always offered advertisers a way to reach and communicate with audiences, the blurring of editorial and commercial content inherent in NA threatens to tarnish the reputational credibility and autonomy of news organizations (Carlson, 2015;Kovach & Rosenstiel, 2001). Even with traditional forms of disruptive ad content, publisher credibility suffers when ads co-opt news content (Zha & Wu, 2014). Furthermore, most damaging to a website's credibility is when the distinction between ads and content is blurred (Fogg et al., 2002). ...
This study examined the effects of news use motivations and differing native advertising contexts (hard vs. soft news) on the ability to perceive commercialized content, evaluations of native advertising, and ensuing digital news perceptions. Based upon the framework of the persuasion knowledge model, an online experiment was conducted among a sample of U.S. adults ( N = 684). Engaging with news for informational motivations conditioned perceptions of advertising as did the contextual effects of hard versus soft news. Furthermore, hard-news approaches to native advertising were perceived more unfavorably by audiences and tarnished the subsequent reporting of actual journalists.
... For example, even though we cite evidence that the new generation of job candidates are spending more time on social media, the empirical evidence about the relationship between the use of social media and candidates' engagement with and completion of digital, AI-enabled recruiting systems via social media is almost nonexistent. There is reason to want to better understand this because we have learned from empirical studies of consumers' reactions to AI-enabled ads that if consumers perceive those AI-enabled ads as intrusive, they ignore the ads and think less of the brand sponsoring the ad (Zha & Wu, 2014). Therefore, we set out in this study to examine empirically a number of factors that might drive candidates' likelihood of engaging with and completing a digital, AI-enabled job application process. ...
Recruiting talent has moved from a tactical HR activity to a strategic business priority. This has been driven by shifts in the source of firm value and competitive advantage and the critical role of human capital in those shifts. Technological advances have moved digital, AI-enabled recruiting from a peripheral curiosity to a critical capability. However, we know little about candidates' reactions to AI-enabled recruiting. Consequently, in this study, we examine the role of social media use, intrinsic rewards, fair treatment, and perceived trendiness on the intentions of prospective employees to engage with and complete digital, AI-enabled recruiting processes. The positive relationships between these factors and candidates' engagement with AI-enabled recruiting have several important practical implications for managers. We also examine the larger implications and make general recommendations to firms about using AI-enabled recruiting technology and tools.
... For example, drawing on the model of advertising avoidance proposed by Cho and Cheon (2004) and a replication study by Seyedghorban et al. (2016), evidence reveals that perceived goal impediment has the strongest effect on the cognitive, affective, and behavioral ad-avoidance. With a focal emphasis on the cognitive ad-avoidance, other studies also find that disturbance, distraction and information overload significantly affect memory, attention, information processing, reading and search time (Edwards et al., 2002;Goldstein et al., 2014;McCoy et al., 2008;Zha and Wu, 2014). ...
Purpose
The number of internet consumers who adopt ad-blocking is increasing rapidly all over the world. The purpose of this paper is to evaluate this phenomenon by: assembling the existing considerations and key theoretical aspects of the determinants of online ad-blocking; and by exploring the consumers’ beliefs and sentiments toward online ads and expected outcomes of ad-blocking behavior.
Design/methodology/approach
Data consist of 4,093 consumers’ opinions in response to the news items about ad-blocking, published by a leading news and technology website in the period 2010–2016. The unstructured data are analyzed using probabilistic topic modeling and sentiment analysis.
Findings
Five main topics are identified, unveiling the hidden structure of consumers’ beliefs. A sentiment analysis profiling the clustered opinions reveals that the opinions that are focused on the behavioral characteristics of ads express the strongest negative sentiment, while the opinions centered on the possibility to subscribe to an ad-free fee-financed website are characterized on average by a positive sentiment.
Practical implications
The findings provide useful insights for practitioners to create/adopt more acceptable ads that translate into less ad-blocking and improved internet surfing experience. It brings insights on the question of whether ad-free subscription websites have or do not have the potential to become a viable business opportunity.
Originality/value
The research: improves the current understanding of the determinants of ad-blocking by introducing a conceptual framework and testing it empirically; makes use of consumer-generated data on the internet; and implements novel techniques from the data mining literature.
... Each of the seven points of the scale can be described by a web user with one of seven levels, from ''strongly agree'' to ''strongly disagree.'' The approach proposed by Li et al. was used in different experiments by other authors (McCoy et al. 2007;Zha and Wu 2014). ...
As a result of the increasing role of online advertising and strong competition among advertisers, intrusive techniques are commonly used to attract web users' attention. Moreover, since marketing content is usually delivered to the target audience when they are performing typical online tasks, like searching for information or reading online content, its delivery interrupts the web user's current cognitive process. The question posed by many researchers in the field of online advertising is: how should we measure the influence of interruption of cognitive processes on human behavior and emotional state? Much research has been conducted in this field; however, most of this research has focused on monitoring activity in the simulated environment, or processing declarative responses given by users in prepared questionnaires. In this paper, a more direct real-time approach is taken, and the effect of the interruption on a web user is analyzed directly by studying the activity of his brain. This paper presents the results of an experiment that was conducted to find the brain activity patterns associated with interruptions of the cognitive process by showing internet advertisements during a text-reading task. Three specific aspects were addressed in the experiment: individual patterns, the consistency of these patterns across trials, and the intra-subject correlation of the individual patterns. Two main effects were observed for most subjects: a drop in activity in the frontal and prefrontal cortical areas across all frequency bands, and significant changes in the frontal/prefrontal asymmetry index.
... This focus is not surprising, as the concept of "credibility" is fuzzy and has many possible interpretations among researchers and non-researchers alike. Nonetheless, many factors that affect credibility evaluations are consistently described in the literature, for example the positive impact that "good" Web page presentation and layout can have Lowry, Wilson, and Haig (2014) and Fogg et al. (2003) , the negative impact that too many intrusive advertisements can have Zha and Wu (2014) , Fogg et al. (2003) , and so on. ...
The goal of our research is to create a predictive model of Web content credibility evaluations, based on human evaluations. The model has to be based on a comprehensive set of independent factors that can be used to guide user’s credibility evaluations in crowdsourced systems like WOT, but also to design machine classifiers of Web content credibility. The factors described in this article are based on empirical data. We have created a dataset obtained from an extensive crowdsourced Web credibility assessment study (over 15 thousand evaluations of over 5000 Web pages from over 2000 participants). First, online participants evaluated a multi-domain corpus of selected Web pages. Using the acquired data and text mining techniques we have prepared a code book and conducted another crowdsourcing round to label textual justifications of the former responses. We have extended the list of significant credibility assessment factors described in previous research and analyzed their relationships to credibility evaluation scores. Discovered factors that affect Web content credibility evaluations are also weakly correlated, which makes them more useful for modeling and predicting credibility evaluations. Based on the newly identified factors, we propose a predictive model for Web content credibility. The model can be used to determine the significance and impact of discovered factors on credibility evaluations. These findings can guide future research on the design of automatic or semi-automatic systems for Web content credibility evaluation support. This study also contributes the largest credibility dataset currently publicly available for research: the Content Credibility Corpus (C3).
... New methods are implemented in the area of algorithms for computational advertising including adaptive approaches [20] or linear mathematical models [9] with their extensions [23]. Attempts to increase the effectiveness of online commercial activity often leads to negative side effects such as growing intrusiveness of online marketing content [33] and, as a result, physical or cognitive avoidance [14]. Searching for compromise between content intrusiveness and its influence on user experience within a web system is one of directions of research in this area [18,34]. ...
Effective online marketing requires technologies supporting campaign planning and execution at the operational level. Changing performance over time and varying characteristics of audience require appropriate processing for multilevel decisions. The paper presents the concept of adaptation of the Multi-Criteria Decision Analysis methods (MCDA) for the needs of multilevel decision support in online environment, when planning and monitoring of advertising activity. The evaluation showed how to integrate data related to economic efficiency criteria and negative impact on the recipient towards balanced solutions with limited intrusiveness within multi-period data.
... Advertising units used within campaigns often explore techniques based on persuasion, call-to-action messages, colors, animations and different layouts or changing the structure of advertisements in the real time using data about consumer behavior (Urban et al., 2014;Zorn et al., 2012;Yoo and Kim, 2005). The attempts of increasing the performance of online marketing are connected with growing intensity of online actions and negative feedback from target users (Zha and Wu, 2014). Web users are more and more overloaded by different information. ...
Effective online marketing management requires developing new research methods supporting campaign performance evaluation. The paper presents a multistage approach with performance modelling based on Dynamic Multi Criteria Decision Analysis. The crisp and fuzzy versions of the TOPSIS method were used in the process of dynamic modelling. The evaluation was performed in terms of marketing management, taking into account several conflicting criteria (user experience and intensity of advertising content). Real data from advertising servers were used during the evaluation and example decision processes were performed.
... In the Web domain, the presence of intrusive advertisements has also been formally shown to be negative , but the relationship is not always simple. Zha and Wu [2014] present an experimental study that explores how online disruptive advertisements affect users' information processing, feelings of intrusiveness, and news site's credibility. They find that only if ad content is suspected to co-opt with news production, media credibility suffers. ...
Credibility, as the general concept covering trustworthiness and expertise, but also quality and reliability, is strongly debated in philosophy, psychology, and sociology, and its adoption in computer science is therefore fraught with difficulties. Yet its importance has grown in the information access community because of two complementing factors: on one hand, it is relatively difficult to precisely point to the source of a piece of information, and on the other hand, complex algorithms, statistical machine learning, artificial intelligence, make decisions on behalf of the users, with little oversight from the users themselves. This survey presents a detailed analysis of existing credibility models from different information seeking research areas, with focus on the Web and its pervasive social component. It shows that there is a very rich body of work pertaining to different aspects and interpretations of credibility, particularly for different types of textual content (e.g., Web sites, blogs, tweets), but also to other modalities (videos, images, audio) and topics (e.g., health care). After an introduction placing credibility in the context of other sciences and relating it to trust, we argue for a quartic decomposition of credibility: Expertise and trustworthiness, well documented in the literature and predominantly related to information source, and quality and reliability, raised to the status of equal partners because the source is often impossible to detect, and predominantly related to the content. The second half of the survey provides the reader with access points to the literature, grouped by research interests. Section 3 reviews general research directions: The factors that contribute to credibility assessment in human consumers of information; the models used to combine these factors; the methods to predict credibility. A smaller section is dedicated to informing users about the credibility learned from the data. Sections 4, 5, and 6 go further into details, with domain-specific credibility, social media credibility, and multimedia credibility, respectively. While each of them is best understood in the context of Sections 1 and 2, they can be read independently of each other. The last section of this survey addresses a topic not commonly considered under "credibility": The credibility of the system itself, independent of the data creators. This is a topic of particular importance in domains where the user is professionally motivated and where there are no concerns about the credibility of the data (e.g., e-discovery and patent search). While there is little explicit work in this direction, we argue that this is an open research direction that is worthy of future exploration. Finally, as an additional help to the reader, an appendix lists the existing test collections that cater specifically to some aspect of credibility. Overall, this review will provide the reader with an organised and comprehensive reference guide to the state of the art and the problems at hand, rather than a final answer to the question of what credibility is for computer science. Even within the relatively limited scope of an exact science, such an answer is not possible for a concept that is itself widely debated in philosophy and social sciences.
... In an advertising context, the effects of advertisements that disrupt users' attention have been found to lead to negative consequences, including negative affect towards the advertiser (Zha and Wu 2014). The tendency for an object to cause cognitive interruption and subsequent reactance has been termed 'intrusiveness', roughly defined as 'a perception or psychological consequence that occurs when an audience's cognitive processes are interrupted' (Li, Edwards, and Lee 2002). ...
Although recent scholarship has shown that congruency between editorial content and display advertising on web pages can lead to favourable outcomes for the advertiser, it is unclear whether these gains for advertisers come at the expense of users’ ability to process the content. To examine whether contextual in-page advertising distracts users during information processing, a 2 (target message argument type: weak/strong) × 2 (ad relevance: high/low) between-subjects factorial experiment (N = 99) examined how readers of a news article about risks associated with texting while driving (a) paid attention to the article, (b) paid attention to the advertisements, and (c) were persuaded by the article contents. Participants’ visual attention was captured unobtrusively using a device-mounted eye-tracking device. The findings show that readers were more likely to be persuaded by weaker arguments when the article was presented alongside highly relevant display ads than when the article was presented alongside less relevant ads. Readers also paid greater attention to relevant ads than irrelevant ads, and, surprisingly, readers in the strong argument condition paid more attention to the story content when it was presented alongside relevant ads. The implications for theories of visual attention and for online content publishers are discussed.
Dijital ortamların reklamcılık alanına sunduğu imkanların etkisiyle ortaya çıkmış yeni nesil uygulamalardan birisi de doğal reklamlardır. Sağladığı olanaklar nedeniyle, kurumsal yapılar marka farkındalığı oluşturabilmek ve tüketici motivasyonlarına hitap edebilmek adına doğal reklamlardan son zamanlarda sıklıkla yararlanmaya başlamıştır. Bu durum doğal reklamların marka farkındalığı oluşturma rollerini, takip edilme motivasyonlarını ve bunlar arasındaki etkileşimi önemli hale getirmiştir. Çalışmanın temel amacını oluşturan bu önemli konuya ışık tutmak maksadıyla Süleyman Demirel Üniversitesi öğrencileri üzerinde bir alan araştırması gerçekleştirilmiştir. Araştırma sonucunda; doğal reklamların marka farkındalığı oluşturma rollerinin, kişiselleştirme, bilgilendirme, etkileşim kurma ve güven verme olmak üzere birbirleriyle etkileşim halindeki dört alt boyuttan meydana geldiği; takip edilme motivasyonlarının ise, bireysel tatmin, farkındalık, işlevsellik ve ilgi çekicilik şeklinde dört alt boyuttan oluştuğu ve bireylerin etkileşimsel bir şekilde bu motivasyonların tesiriyle doğal reklamları takip ettiği anlaşılmıştır. Doğal reklamların marka farkındalığı oluşturma rollerinin takip edilme motivasyonlarına etkisine bakıldığında ise, kişiselleştirme, bilgilendirme, etkileşim kurma ve güven verme rollerinin tümü farkındalık motivasyonu üzerinde etkiliyken; kişiselleştirme ve güven verme rolünün bireysel tatmin ve işlevsellik motivasyonunu artırıcı bir etkiye sahip olduğu; kişiselleştirme ve etkileşim kurma rolünün ise ilgi çekicilik motivasyonu üzerinde anlamlı ve olumlu bir etkisinin bulunduğu ortaya çıkmıştır.
Di era sekarang, media sosial dengan penggunanya yang mencapai jutaan orang menjadi tempat strategis bagi para produsen untuk mengiklankan produknya. Salah satu media yang dijadikan tempat memasang iklan adalah YouTube. Secara umum, YouTube memiliki dua jenis iklan, yaitu iklan yang dapat di-skip (skippable) dan iklan yang tidak dapat di-skip (non-skippable). Ad intrusiveness sendiri adalah iklan yang dipersepsikan mengganggu oleh pengguna sebagai dampak terputusnya proses kognitif serta terganggunya tujuan pengguna. Penelitian ini bertujuan untuk melihat apakah terdapat perbedaan persepsi ad intrusiveness iklan skippable dan non-skippable pada platform YouTube. Hasil penelitian ini sendiri dapat digunakan sebagai bahan pertimbangan ketika hendak mengiklankan produk pada platform YouTube. Penelitian dilakukan terhadap 105 mahasiswa Fakultas Psikologi Universitas Padjadjaran angkatan 2019 dengan teknik convenience sampling. Peneliti menggunakan Ad Intrusiveness Scale (Li et al., 2002) yang sudah diadaptasi ke dalam bahasa Indonesia oleh Sari (2015). Hasil analisis (p < .05) menunjukkan bahwa terdapat perbedaan yang signifikan antara ad intrusiveness iklan skippable dan non-skippable pada platform YouTube dengan mean iklan skippable 4.43 (kategori netral) dan iklan non-skippable 5.8 (kategori mengganggu). Berdasarkan hasil penelitian, diketahui bahwa iklan nonskippable lebih mengganggu dibandingkan iklan skippable. Persepsi terhadap iklan yang mengganggu ini perlu mendapat perhatian karena dapat memprediksi munculnya ad avoidance sehingga tujuan iklan tidak tercapai.
By leveraging knowledge of subconsciousness seducing technique combined with building algorithms capable of analyzing internet users' needs as well as providing relevant information, disruptive ads that appear abruptly (in terms of the timing, placement, and method of ending/closing the content) in web pages and mobile applications are accepted as a quality effective means of consumer persuasion. This present study proposed uncertainty avoidance, perceived usefulness, and openness personality trait as the predictors of attitude towards online disruptive advertising. Participants of this study were 137 Indonesian internet users (75 males, 62 females, Mage = 23.02 years old, SDage = 3.367 years). Multiple linear regression analysis showed that only perceived usefulness and openness personality trait are able to predict the attitude (i.e., in positive directions). The uncertainty-certainty paradoxes contained in disruptive advertising are discussed to understand the psychological dynamics involved in a facet of the attitude ambiguity.
Mobile commerce is an industry that has rapidly grown in value over the years. Fewer customers now use their mobile devices only as a single functioning unit, expanding their purpose even to shopping. Despite its increasing popularity, recent literature reviews did not reveal a definitive study on m-commerce app interface quality and its relation to customer conversion. This paper aims to understand the influence of mobile interface on customer conversion by examining the top 2 e-commerce apps in the Philippines – Shopee and Lazada. The Regression analysis method is applied in determining relationships between variables. From a total of 385 participants, results show that dimensions of the mobile interface (visual appeal, layout quality, information quality) influence credibility and usability, except for in-app banners, which has a negligible effect on customers. The study has also found that all aspects of mobile interface positively influence customer conversion. On top of that, the researchers have also taken steps to discover that perceived trust and ease of use greatly affect customer conversion. Hence, when a customer finds an e-commerce platform to be trustworthy and user-friendly, the more they will be likely to purchase a product.
A travers trois études, nous démontrons que l'évaluation d'une expérience peut être améliorée (ou du moins, ne pas être dégradée), à travers l'introduction d'interruptions publicitaires avec des propriétés temporelles comme l'emplacement (début vs milieu) et la durée (court vs long). Plus précisément, nous distinguons des contenus dits narratifs (vs non narratifs) qui ont des voies expérientielles différentes. Les contenus narratifs sont caractérisés par une forte immersion et faible adaptation hédonique, et génèrent une évaluation positive de l'expérience, alors que l'inverse est observé pour les contenus dits non narratifs. Les résultats montrent que: les contenus narratifs sont plus exigeants lors de l'introduction des interruptions publicitaires. L'interruption au début n'impacte pas l'évaluation de l'expérience, l'interruption longue améliore l'évaluation de l'expérience et les scores de mémorisation. Enfin, l'effet de l'interruption au milieu dépend de la nature du contenu de la vidéo hôte.
Socio-economic, political and religious pop-ups are a normal feature in the global context. While some are disruptive and annoying, others can be very useful. This article, through a missional reading of Acts 8:26–40, seeks to draw missiological lessons from disruptive pop-up encounter(s) in this text. A missional reading of Acts 8:26–40 discovered that the Holy Spirit is not only the author of Christian mission, but also the pop-up Spirit of God, who prompted pop-up encounters between two strangers whose pop-up experience became an encounter that transformed their search for meaning, understanding, transformative ecclesiologies and the praxes thereof. Therefore, disruptive pop-up encounters, creatively embraced and used, are able to generate encountering conversations that are liberating and transforming.
Determining reliability of online data is a challenge that has recently received increasing attention. In particular, unreliable health-related content has become pervasive during the COVID-19 pandemic. Previous research [37] has approached this problem with standard classification technology using a set of features that have included linguistic and external variables, among others. In this work, we aim to replicate parts of the study conducted by Sondhi and his colleagues using our own code, and make it available for the research community (https://github.com/MarcosFP97/Health-Rel). The performance obtained in this study is as strong as the one reported by the original authors. Moreover, their conclusions are also confirmed by our replicability study. We report on the challenges involved in replication, including that it was impossible to replicate the computation of some features (since some tools or services originally used are now outdated or unavailable). Finally, we also report on a generalisation effort made to evaluate our predictive technology over new datasets [20, 35].
By leveraging knowledge of subconsciousness seducing technique combined with building algorithms capable of analyzing internet users' needs as well as providing relevant information, disruptive ads that appear abruptly (in terms of the timing, placement, and method of ending/closing the content) in web pages and mobile applications are accepted as a quality effective means of consumer persuasion. This present study proposed uncertainty avoidance, perceived usefulness, and openness personality trait as the predictors of attitude towards online disruptive advertising. Participants of this study were 137 Indonesian internet users (75 males, 62 females, Mage = 23.02 years old, SDage = 3.367 years). Multiple linear regression analysis showed that only perceived usefulness and openness personality trait are able to predict the attitude (i.e., in positive directions). The uncertainty-certainty paradoxes contained in disruptive advertising are discussed to understand the psychological dynamics involved in a facet of the attitude ambiguity.
In this paper, we propose a model for information propagation in a population based on cellular automata. Different to what is commonly used in the models of the area, instead of a binary level for the information, individuals have a level of knowledge. Moreover, the population can have a marketing campaign to help to spread the information with a certain limit due to the consideration of marketing rejection in the model. Numerical simulations show that these campaigns must be wisely set in order to not saturate the population and decrease the marketing balance due to the rejection. The simulation data is statistically analyzed by using principal component analysis in order to identify the most relevant variables for the model output. The conclusion is that dealing with this rejection is difficult, as well as choosing the percentage of the population which will receive the marketing, and along with the weight for the word-of-mouth were the most important variables of the model according to the simulations and the principal component analysis.
Elektronische Newsletter gehören seit einiger Zeit zu den etablierten Instrumenten der direkten Kundenansprache im B2C- wie auch im B2B-Bereich. In Deutschland setzt der Versand von E-Newslettern aus verbraucherschutz- und wettbewerbsrechtlicher Sicht die Zustimmung der Empfänger voraus, mit diesem Medium kontaktiert zu werden. Es handelt sich somit um eine „angeforderte“ bzw. „abonnierte“ Form des Kundenkontakts, der in der Regel ein höherer Grad an Akzeptanz zugeordnet wird als der klassischen Push-Kommunikation. Dennoch lässt das Interesse der Empfänger an den Informationen oft schnell nach, und die ehemals verlangten Newsletter werden zu aufdringlichen Kommunikationsmedien. Im vorliegenden Beitrag werden Einflussgrößen der wahrgenommenen Aufdringlichkeit von E-Newslettern bei Konsumenten untersucht und Handlungsempfehlungen für Versender zur Aufdringlichkeitsvermeidung skizziert. Grundlage hierfür sind die Ergebnisse einer empirischen Untersuchung bei 177 Verbrauchern in Deutschland.
The article deals with the problem of selecting an advertisement variant on the basis of dynamically-changing values of evaluation criteria. Therefore, a framework, used in an online environment, of a dynamic multi-criteria decision analysis (DMCDA) has been prepared. The framework was based on the PROMETHEE method which makes it possible to carry out a very detailed analysis of a decision process and obtained solutions. While applying the prepared framework, a number of ad variants were considered on the basis of the data collected during a subjective study and a field experiment. In the course of solving the decision problem, the advertiser’s and website operator’s perspectives as well as two aggregation strategies of dynamic data were considered. As a result, the following was obtained: partial rankings of variants, global rankings considering the advertiser’s and publisher’s points of view, GDSS rankings pointing to compromise solutions by merging the two points of view. The obtained solutions were verified by means of: examining correlation coefficients, a GAIA analysis and an analysis of ranking robustness to preference changes. The end result was that the most satisfying advertiser and publisher were determined. © Springer International Publishing AG, part of Springer Nature 2018.
Together with the increasing role of Internet in commercial activity growing intensity of marketing content is observed. Advertising clutter is interfering with web usability and is affecting processing of the editorial content by web users. Therefore, effective way to manage marketing content is needed. This problem can be solved by using a proper combination of multi-criteria decision-analysis methods. The presented research shows a unique approach to identify assessment model of tradeoffs between the editorial content and the intensity of marketing components. The fuzzy model is identified on the basis of the experiment with the use of eye tracker and a combination of PROMETHEE and COMET methods. As a result, we obtained the assessment model, which is a relation between a set of defined inputs and a set of permissible outputs with the property that each input is related to exactly one output (assessment). Therefore, this model can be used online to manage web systems with balance between editorial and commercial content.
Together with the development of electronic marketing, the key factors that influence the effectiveness of interactive media were identified in the earlier research. This article presents approach which makes possible to determine the relationship between the textual and visual components and their impact on results of the campaign. The structure of interactive advertising unit with adjustable visual and verbal influence is presented followed by results from the field experiment performed with the usage of proposed approach.
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 effi- cacy 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.
The extent to which memory for information content is reliable, trustworthy, and accurate is crucial in the information age. Being forced to divert attention to interrupt- ing messages is common, however, and can cause memory loss. The memory effects of interrupting messages were investigated in three experiments. In Experiment 1, attending to an interrupting message decreased memory accuracy. Experiment 2, where four interrupting messages were used, replicated this result. In Experiment 3, an interrupting message was shown to be most disturbing when it was semantically very close to the main message. Drawing from a theory of long-term working memory it is argued that interrupting messages can both disrupt the active semantic elaboration of content during encoding and cause semantic interference upon retrieval. Properties of the interrupting message affect the extent and type of errors in remembering. Design implications are discussed.
Websites are becoming increasingly complex due to the competing sights and sounds found on each page. Prior research by the authors (Stevenson, Bruner, and Kumar, 2000) has demonstrated the negative consequences that this sort of complexity can have on the effectiveness of a commercial run on such a page. Generalizations of those findings were limited due to the study's student sample so the experiment was replicated using a nonstudent adult sample. In addition, the present experiment included constructs not part of the previous study and allowed for the development and testing of a more elaborate model. Web experience was found to play an important role along with webpage complexity and interestingness on attitude-toward-the-website, which in turn had significant effects on the web advertising hierarchy-of-effects.
This paper explores forced viewing of “pop-up ads” on the Internet to understand better how viewers come to define ads as irritating and decide to avoid them. Perceived intrusiveness was suggested as the underlying mechanism by which the process occurs. Antecedents of intrusiveness were identified that affect perceptions of ads as interruptions, including congruence of the advertisement content with the current task and intensity of cognition at the moment the ad pops up. The consequences of intrusiveness were shown to be caused by feelings of irritation and ad avoidance. The results provide an understanding of how consumers experience forced exposure situations in interactive environments and highlight implications for advertisers seeking to increase the effectiveness of on-line advertising.
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.
This study investigated the effects of pop-up windows and animation on online users’ orienting response and memory for Web advertisements. All participants (N = 60) in a mixed-design factorial experiment were exposed to four online portal Web sites, each containing a banner ad that was either animated or static and a pop-up ad that was also either animated or static. Their orienting responses during reception of the online sites were measured via heartbeats using electrocardiogram (ECG). Recall and recognition memory for ads and portal Web sites were measured via a postexposure paper-and-pencil questionnaire. Hypotheses derived from visual attention, motion effect, distinctiveness, bio-informational, and limited-capacity theories were tested. The results fully supported the proposition that pop-up ads elicit orienting responses. Ad recognition was lower whereas ad recall was higher for pop-up ads compared to banner ads. In addition to main effects, the data revealed several interaction effects, with implications for theory.
Five alternative information processing models that relate memory for evidence to judgments based on the evidence are identified in the current social cognition literature: independent processing, availability, biased retrieval, biased encoding, and incongruity-biased encoding. A distinction between 2 types of judgment tasks, memory-based vs online, is introduced and is related to the 5 process models. In 3 experiments, using memory-based tasks where the availability model described Ss' thinking, direct correlations between memory and judgment measures were obtained. In a 4th experiment, using online tasks where any of the remaining 4 process models may apply, prediction of the memory–judgment relationship was equivocal but usually followed the independence model prediction of zero correlation. It is concluded that memory and judgment will be directly related when the judgment was based directly on the retrieval of evidence information in memory-based judgment tasks. (61 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Do creative ad executions like large ad sizes and intrusive ad formats that enhance communication outcomes and clickthroughs immediately after ad exposure persist over time? In examining this question, we focus on the role of advertisement size (large vs. small) and ad exposure format (intrusive vs. voluntary) on immediate and delayed brand recall, ad recognition and brand attitude in web-based media. Voluntary exposure ad formats like banners and text ads are more likely to be cognitively avoided since it is an automatic, subconscious process that occurs in parallel with the browsing activity and does not require any behavioral action by the consumer. Intrusive ad formats like pop-ups that interrupt browsing activity and demand immediate response are more likely to be physically avoided by closing them. Prior research on preattentive processing and endurance of implicit/ explicit memory and memory for subgoals supports our findings that gains from using intrusive ads accrue when ad sizes are small and negative impact of intrusiveness decay over time.
Acknowledgements: The authors would like to thank Miguel Olivas-Luján and John Wells for assisting with data collection in Mexico and the US, respectively. The authors also appreciate the helpful com-ments from the attendees of the Batten research workshop at the College of William and Mary.
The study reported in this article describes second language (L2) vocabulary learning outcomes associated with adult L2 reading comprehension processes, thus connecting L2 learning with the complex cognitive and linguistic processing involved in reading. The study aimed to determine whether background knowledge moderated the relationship between passage comprehension and lexical input processing outcomes, such as intake and receptive gain and retention of target-word meanings. The primary theoretical contribution concerns the nature of the relationships that obtained between passage comprehension and lexical input processing. Overall, the results suggest that as learners become more efficient in engaging in the various processing activities required during L2 reading, they experience greater memory for linguistic elements encountered during reading, such as orthographic forms and semantic aspects of new lexical items. The results support connectionist models of L2 reading and conclusions concerning efficiency in lower level text processing (e.g., see Koda, 2005; Nassaji, 2002). Reading is a complex cognitive activity, involving simultaneous linguistic processing such as pattern recognition, letter identification, lexical access, concept activation, syntactic analysis, propositional encoding, sentence comprehension, and intersentence integration, as well as the activation of prior knowledge, information storage, and comprehension monitoring. The prior knowledge that is accessed is largely determined by the quality of the textbase that is constructed during reading, which is affected by the individual's efficiency in carrying out the various text-processing operations listed above.
The study examines the relationship between second language (L2) passage comprehension and intake (form recognition), gain (meaning recognition and production), and retention of new lexical items from the passages. The effect of topic familiarity on the above relationships is also examined. Participants were a cross-sectional sample of L2 learners. All participants read more and less familiar script-based narratives containing nonsense words. After reading they performed a free-written recall in their first language. Two days after reading, an intake and 2 gain measures were administered. Twenty-eight days after reading, the 2 gain measures were repeated. Analyses reveal a generally robust consistent role of passage comprehension in lexical gain and retention, but differential patterns of relationships in intake due to effects of topic familiarity.
We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent. However, in combination, these two strategies are ineffective. Ads that match both website content and are obtrusive do worse at increasing purchase intent than ads that do only one or the other. This failure appears to be related to privacy concerns: the negative effect of combining targeting with obtrusiveness is strongest for people who refuse to give their income and for categories where privacy matters most. Our results suggest a possible explanation for the growing bifurcation in Internet advertising between highly targeted plain text ads and more visually striking but less targeted ads.
Although interruptions are daily occurring events for most working people, little research has been done on the impacts of interruptions on workers and their performance. This study examines the effects of interruptions on task performance and its regulation, as well as on workers' psychological and psychophysiological state. Two parallel experiments were carried out in the Netherlands and in Russia, using a common conceptual framework and overlapping designs. Employees with relevant work experience carried out realistic text editing tasks in a simulated office environment, while the frequency and complexity of interruptions were experimentally manipulated.
It was hypothesized that interruptions: (i) would cause a deterioration of performance; (ii) evoke strategies to partially compensate for this deterioration; (iii) affect subjects' emotions and well‐being negatively; and (iv) raise the level of effort and activation. It was also hypothesized that greater frequency and complexity of interruptions would enhance the expected effects.
The hypotheses are only partially confirmed. The results show that, contrary to what was expected, interruptions cause people to perform the main task faster while maintaining the level of quality. Participants develop strategies enabling them to deal effectively with the interruptions, while actually over‐compensating the potential performance decline. Interruptions do have a negative impact on emotion and well‐being, and lead to an increase of effort expenditure, although not to an increase in activation. Thus the improved performance is achieved at the expense of higher psychological costs. Greater complexity evoked more favourable responses among the Dutch participants and more unfavourable ones among the Russian participants. These differences are interpreted in terms of the participants' professional background.
The research demonstrates that the effects of interruptions reach beyond the execution of additional tasks and the change of work strategies. Interruptions appear to have an after‐effect, influencing the workers' subsequent readiness to perform. Detailed analysis of the activity in the interruption interval, focusing on cognitive processes during episodes of ‘change‐over’ and ‘resumption’ support this interpretation.
The Internet has signi.cantly reduced the marginal cost of producing and distributing digital information goods. It also coincides with the emergence of new competitive strategies such as large-scale bundling. In this paper, we show that bundling can create “economies of aggregation” for information goods if their marginal costs are very low, even in the absence of network externalities or economies of scale or scope.
We extend the Bakos-Brynjolfsson bundling model (1999) to settings with several different types of competition, including both upstream and downstream, as well as competition between a bundler and single good and competition between two bundlers. Our key results are based on the “predictive value of bundling,” the fact that it is easier for a seller to predict how a consumer will value a collection of goods than it is to value any good individually. Using a model with fully rational and informed consumers, we use the Law of Large Numbers to show that this will be true as long as the goods are not perfectly correlated and do not affect each other's valuations significantly. As a result, a seller typically can extract more value from each information good when it is part of a bundle than when it is sold separately. Moreover, at the optimal price, more consumers will find the bundle worth buying than would have bought the same goods sold separately. Because of the predictive value of bundling, large aggregators will often be more pro.table than small aggregators, including sellers of single goods.
We find that these economies of aggregation have several important competitive implications:
1. When competing for upstream content, larger bundlers are able to outbid smaller ones, all else being equal. This is because the predictive value of bundling enables bundlers to extract more value from any given good.
2. When competing for downstream consumers, the act of bundling information goods makes an incumbent seem “tougher” to single-product competitors selling similar goods. The resulting equilibrium is less profitable for potential entrants and can discourage entry in the bundler's markets, even when the entrants have a superior cost structure or quality.
3. Conversely, by simply adding an information good to an existing bundle, a bundler may be able to profitably enter a new market and dislodge an incumbent who does not bundle, capturing most of the market share from the incumbent firm and even driving the incumbent out of business.
4. Because a bundler can potentially capture a large share of profits in new markets, single-product firms may have lower incentives to innovate and create such markets. At the same time, bundlers may have higher incentives to innovate.
For most physical goods, which have nontrivial marginal costs, the potential impact of large-scale aggregation is limited. However, we find that these effects can be decisive for the success or failure of information goods. Our results have particular empirical relevance to the markets for software and Internet content and suggest that aggregation strategies may take on particular relevance in these markets.
Krugman lauds the comprehensive work of Bauer and Greyser on public attitudes toward advertising, but fears some possible consequences of its publication
SAN BRUNO, Calif. — Last month, a YouTube user, TomR35, uploaded a clip from the AMC series "Mad Men" in which Don Draper makes a heartfelt speech about the importance of nostalgia in advertising. Viewers wouldn't notice, but that clip also makes an important point about modern advertising — YouTube is an increasingly fruitful place for advertisers. In the past, Lions Gate, which owns the rights to the "Mad Men" clip, might have requested that TomR35's version be taken down. But it has decided to leave clips like this up, and in return, YouTube runs ads with the video and splits the revenue with Lions Gate. Remarkably, more than one-third of the two billion views of YouTube videos with ads each week are like TomR35's "Mad Men" clip — uploaded without the copyright owner's permission but left up by the owner's choice. They are automatically recognized by YouTube, using a system called Content ID that scans videos and compares them to material provided by copyright owners.
This study examines the effect of the mood induced by television program content on subjects' evaluations of commercials. Specifically, happy or sad commercials are viewed in the context of a television program designed to induce these respective moods. The competing predictions of Mood Congruence Theory versus the Consistency Effect are examined to interpret the results. For all dependent measures considered, findings were in accordance with a Consistency Effect interpretation of the results. For two such measures (i.e., liking for the commercial and purchase intention) the Consistency Effect was statistically supported. Hence for these measures, it was found that a happy commercial viewed in the context of a happy program was evaluated more favorably than the same commercial viewed after exposure to a sad program. For the sad commercial, the reverse effects for these measures were evident as this commercial performed more favorably in the context of a sad program relative to a happy one. The dominance of a Consistency Effect interpretation of the results over that of Mood Congruence are interpreted in the context of advertising strategy.
This study represents an initial empirical test of a new construct--attitude toward on-line advertising format (A<SUB>format</SUB>). An on-line survey was used to examine both antecedents and consequences of A<SUB>format </SUB>for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers). Regression analyses revealed A<SUB>format</SUB>to be significantly related to attitude toward the ad (A<SUB>ad</SUB>) for all formats. Furthermore, A<SUB>format </SUB>was significantly related to self-reported on-line ad behaviors such as clickthrough. Overall, the results strongly suggest that the nature of the on-line ad format is an important characteristic that influences on-line advertising response.
The growth of e-commerce and its attendant new technology features has increased interactivity in consumer information processing and decision-making processes. The pull and push of information can be both more personalized and more commonly used. The ease of pushing information may lead to interruptions in consumer information processing that are more pronounced than those experienced in non-Internet environments. Our study investigated the impact of interruption frequency, timing, and content and the moderating effects of consumer knowledge, control, and goal type on time spent on the decision task as well as satisfaction with the decision process and the choice. Our results show that the right configuration of interruptions may lead to increased online viewing time, whereas ill-designed interruptions may be detrimental.
Surveys mall shoppers to determine the relative informativeness of retail advertising. Finds that newspaper advertisements are considered the most informative with radio commercials next and television commercials least. Finds that newspaper ads are more irritating than radio or television advertising. Finds older and wealthier shoppers more irritated with advertising. (RS)
Since online advertisements (ads) can be presented in various forms, a critical issue for advertisers is to determine how to maximize advertising effects through appropriate design. Factors involved include how the ads are presented to forcibly catch the attention of consumers and the congruity of themes between the ad and Web page contents. Both affect whether the ads can generate positive feedback in the online advertising environment. This research, through laboratory experiment design, tries to investigate the influence of forced ad exposure on advertising effectiveness, with congruity being an important moderator. Results show that congruity is especially important for pop-up ads and that forced ad exposure affect memory effects if the moderating effect of congruity is excluded from the model. Discussions, managerial implications, suggestions for future research, as well as limitations of this study are addressed.
Interruptions are a common aspect of the work environment of most organizations. Yet little is known about how intemptions and their characteristics, such as frequency of occurrence, influence decision-making performance of individuals. Consequently, this paper reports the results of two experiments investigating the influence of interruptions on individual decision making. Interruptions were found to improve decision-making performance on simple tasks and to lower performance on complex tasks. For complex tasks, the frequency of interruptions and the dissimilarity of content between the pri-mary and interruption tasks was found to exacerbate this effect. The implications of these results for future research and practice are discussed.
This paper presents an information-processing model that is directly applicable to the investigation of how mediated messages are processed. It applies the model to the case of television viewing to demonstrate its applicability. It provides a measure for each part of the model. It presents evidence that supports the model in the television-viewing situation. Finally, it demonstrates how the model may be used to further research and understanding in well-known theoretical traditions. This model is not meant to stand in opposition to any of these theories but, rather, should work well with them by providing hypothesized mechanisms that may underlie well-known effects. This model should prove useful both to researchers and, eventually, to message producers. To the extent that we can better understand how the content and structure of messages interact with a viewer's information-processing system to determine which parts and how much of a communication message is remembered, we will make great strides in understanding how people communicate.
This article highlights a large-scale field experiment conducted at an informational Web site where the timing of pop-up promotions being offered was varied. The experiment examines the Web user's reaction to the promotion in terms of (a) a direct response to the promotion (i.e., clickthrough) and (b) any indirect response in terms of the user's Web-site-exit behavior. Factors such as delay in offering the pop-up promotion and the page on which the pop-up appears are identified as variables that can be manipulated to enhance the individual's response.The context, or the page on which the popup promotion is offered, also is examined. Overall, this article suggests that characteristics of pop-up promotions, beyond just the message of the promotion, can be utilized to improve the consumer response.
The authors argue that interactive media, such as the Internet, will functionally displace traditional mass media, because interactive media will be better able to serve the communication needs of individuals. The authors show that in the age of interactivity audiences will shift from being large, heterogeneous, and anonymous to being small, homogeneous, and addressable. The authors expect this shift in audience characteristics to radically change the nature of advertising. The authors predict that in the age of interactivity, advertising will be less intrusive, better-targeted, more information-oriented, and more accountable for bottom-line results. Furthermore, advertisers will be required to design messages to get past “intelligent” software that aid individuals in decision-making. The authors recommend that advertising agencies internalize their role as marketing communication specialists to successfully adapt to an interactive media environment characterized by a multiplicity of audiences and channels.
This paper analyzes the effect on performance when several active processes compete for limited processing resources. The principles discussed show that conclusions about the interactions among psychological processes must be made with caution, and some existing assumptions may be unwarranted. When two (or more) processes use the same resources at the same time, they may both interfere with one another, neither may interfere with the other, or one may interfere with a second without any interference from the second process to the first. The important principles are that a process can be limited in its performance either by limits in the amount of available processing resources (such as memory or processing effort) or by limits in the quality of the data available to it. Competition among processes can affect a resource-limited process, but not a data-limited one. If a process continually makes preliminary results available even before it has completed all its operations, then it is possible to compute performance-resource operating characteristics that show how processes interact. A number of experiments from the psychological literature are examined according to these processing principles, resulting in some new interpretations of interactions among competing psychological processes.
Two aspects of memory for prose were investigated, the amount of information remembered and the semantic interpretation assigned to ambiguous paragraphs. Task instructions and exposure duration of the passages were manipulated to induced different levels of processing and to affect amount of information retained. To influence the interpretation of the ambiguous paragraphs, different contexts, in the form of biasing titles, accompanied the text. Recall and recognition measures indicated that students remembered more information and more context-consonant information when given instructions which required processing the paragraphs at a semantic level. Thus, context was a powerful determiner of which meaning was remembered from polysemous paragraphs only when incoming information was processed at a deeper, more semantic level.
Interruptions are a frequent occurrence in the work life of most decision makers. This paper investigated the influence of interruptions on different types of decision-making tasks and the ability of information presentation formats, an aspect of information systems design, to alleviate them. Results from the experimental study indicate that interruptions facilitate performance on simple tasks, while inhibiting performance on more complex tasks. Interruptions also influenced the relationship between information presentation format and the type of task performed: spatial presentation formats were able to mitigate the effects of interruptions while symbolic formats were not. The paper presents a broad conceptualization of interruptions and interprets the ramifications of the experimental findings within this conceptualization to develop a program for future research.
This study adds to the debate about the valence-based versus the unique and discrete view of feelings. By conducting an experiment using 317 subjects, we compared the differential impact of three different positive feelings on ad effectiveness. Support for the discrete view of feelings was found in the sense that ad- and context-evoked cosiness, excitement and romance had a different impact on ad attitudes. Moreover, in the area of context effects further support for the unique view of feelings was found: the exciting, the romantic and the cosy ad scored best after telling a feeling-congruent story.
This article studies children's levels of understanding of television commercials and the associated effects upon attitudes and purchase request tendencies. Attribution theory, with its focus on perception of intent , is the research framework. The results suggest that when a child attributes persuasive intent to commercials, he believes them less, likes them less, and is less likely to want the products advertised.
This study contributes to the debate about the valence-based versus the multi-dimensional views of feelings. By conducting an experiment using 317 subjects, we compared the differential impact of three different positive feelings on ad effectiveness. Support for the multi-dimensional view of feelings was found in the sense that ad- and context-evoked coziness, excitement and romance had a different impact on attitudes to ads. Moreover, in the area of context effects further support for the multi-dimensional view of feelings was found: the exciting, the romantic and the cozy ads scored best after recounting a feeling-congruent story.
Interruptions and online information processing: The role of interruption type, interruption content and interruption frequency. Paper presented to the Information Systems Division at the 55th annual convention of the ICA
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Paper presented to the Information Systems Division at the 55th annual convention of the
ICA, New York, NY.
How Americans get TV news at home
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The psychological appeal of personalized online content: An experimental investigation of customized web portals. Paper presented to the Communication and Technology Division at the 53 rd Annual Convention of the ICA
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The control revolution: How the Internet is putting individuals in charge and changing the world we know
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A study of the effects of online advertising: A focus on pop-up and in-line ads
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Bunnyfoot Insight: The efficacy of pop-ups and the resulting effect on brands
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Online display advertising: Targeting and obtrusiveness
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Interruptions and online information processing: The role of interruption type, interruption content and interruption frequency
- S Kalyanaraman
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Kalyanaraman, S., Ivory, J., & Maschmeyer, L. (2005). Interruptions and online information
processing: The role of interruption type, interruption content and interruption frequency.
Paper presented to the Information Systems Division at the 55th annual convention of the
ICA, New York, NY.