The interplay of advertising choice and involvement on psychological reactance, attitudes, and intentions in the context of online video advertising
Ahn, Regina
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https://hdl.handle.net/2142/50605
Description
Title
The interplay of advertising choice and involvement on psychological reactance, attitudes, and intentions in the context of online video advertising
Author(s)
Ahn, Regina
Issue Date
2014-09-16
Director of Research (if dissertation) or Advisor (if thesis)
Ham, Chang Dae
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
Advertising
Ad Selector
Choice
Involvement
Reactance
Attitudes
Intentions
Abstract
Online video ads interrupt users’ online video watching experiences, and can exert a significant negative impact on changes in attitudes. Allowing users to choose which ads they prefer to watch is known as the ad selector, and advertisers seek to reduce the negative impacts of ads. However, few studies have examined whether or not, and how, the ad selector works. The present study examined how ad choice and involvement independently and interactively impact users’ psychological reactance, attitudes toward the ad, attitudes toward the brand, and purchase intentions in the context of online video advertising. Employing a 2 (ad choice: yes vs. no) x 2 (involvement: high vs. low) between-subject experimental design, we revealed that ad choice interacted with involvement on the attitudes toward the ad and the brand, whereas independent effects were also found on reactance and purchase intention. In particular, users’ psychological reactance played a significant mediating role in the impact of each independent variable on attitudes toward the ad. Both theoretical and practical implications are discussed.
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