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.

https://www.interruptions.net/literature/Edwards-JOA02.pdf

Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads

The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice. This is the main conclusion of an analysis of 1363 print advertisements tested with infrared eye-tracking methodology on more than 3600 consumers. The pictorial is superior in capturing attention, independent of its size. The text element best captures attention in direct proportion to its surface size. The brand element most effectively transfers attention to the other elements. Only increments in the text element’s surface size produce a net gain in attention to the advertisement as a whole. The authors discuss how their findings can be used to render more effective decisions in advertising.

https://www.jstor.org/stable/info/30161988

Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects:

An empirical investigation of mobile banking adoption: The effect of innovation attributes and knowledge-based trust

This study was designed to provide insights into why people avoid advertising on the Internet. Recent negative trends in Internet advertising, such as "banner blindness" and extremely low click-through rates, make it imperative to study various factors affecting Internet ad avoidance. Accordingly, this study builds a comprehensive theoretical model explaining advertising avoidance on the Internet. We examined three latent variables of Internet ad avoidance: perceived goal impediment, perceived ad clutter, and prior negative experience. We found that these constructs successfully explain why people cognitively, affectively, and behaviorally avoid advertising messages on the Internet. Perceived goal impediment is found to be the most significant antecedent explaining advertising avoidance on the Internet.

/pdf/why-do-people-avoid-advertising-on-the-internet-521pvgg6qz.pdf

Why do people avoid advertising on the internet

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.

https://interruptions.net/literature/Li-JA02.pdf

Measuring the Intrusiveness of Advertisements: Scale Development and Validation

The authors examine the predictors of ad avoidance in four media: magazines, newspapers, radio, and television. A national survey of 946 adults found that ad avoidance is most prevalent for television and magazines. The predictor variables were demographic characteristics, media-related variables, attitudes toward advertising in each medium, and communication problems related to advertising. Ad perceptions were the strongest predictors of ad avoidance and were best in differentiating print from broadcast media. The results indicate that age and income were the best demographic predictors across media. Breadth of media use was an important broadcast media predictor. Among the communication problems considered, search hinderance had the greatest effect on ad avoidance.

Predictors of Advertising Avoidance in Print and Broadcast Media

As the expectations of online shoppers rise, their satisfaction with online retailers has declined. Using an online shopping scenario, undergraduate marketing students evaluated the effects of six web site factors and two individual difference variables on attitude toward a retail web site. Results indicate that five web site factors (ease of use, product information, entertainment, trust, and currency) affect consumer attitude toward a retail web site. The two individual difference variables (product involvement and online shopping experience) moderate the relationship between specific web site factors and attitude toward a retail web site. These findings suggest that online retailers should emphasize site factors that best suit the involvement/experience profile of their primary users.

Factors that Affect Attitude Toward a Retail Web Site

This research examines the causes and consequences of perceived ad clutter. Study 1 employs a national consumer survey to examine perceived ad clutter in magazines and television. It considers communication problems that impair search for content (hinder search), interrupt processing (disruption), or degrade the quality of media processing (distraction). Survey findings for both media suggest that the communication problems caused by advertising increase perceived ad clutter and that perceived ad clutter broadly affects perceptions and behaviors related to advertising and advertising media. Study 2 considers similar variables in an experiment using magazines. Experimental findings indicate that disruptive ads lower attitude toward ads in the vehicle and increase ad avoidance.

The Antecedents and Consequences of Perceived Advertising Clutter

For many consumer service industries, it is critical that marketers understand the segmentation implications of online information search. The potential migration of consumers from “brick-and-mortar” to “bricks-and-clicks” offers a unique perspective on multichannel strategies. This research considers how competitive forces, availability of consumer information, and the changing role of traditional channel structures (e.g., sales agents) might affect the search and purchase phases. In the context of the automotive insurance market, this research found significant differences in search preferences, benefit/cost perceptions, demographic characteristics, and psychographic characteristics among four information search segments. Key distinctions were identified between single channel and multichannel auto insurance consumers.

Paul Surgi Speck

Papers

Predictors of Advertising Avoidance in Print and Broadcast Media

Factors that Affect Attitude Toward a Retail Web Site

The Antecedents and Consequences of Perceived Advertising Clutter

Information Search and Purchase Patterns in a Multichannel Service Industry

Antecedents and consequences of infomercial viewershio