Examining the effect of choice-based ads on perceived ad intrusiveness and effectiveness
Garrett, Claire Lane
Goldfarb, Emily Lauren
Scarff, Addison Rose
May 18, 2020
Past advertising research has found that interactive advertisements are more effective than noninteractive advertisements, but the underlying mechanism remains unclear. Based on theories of control and cognitive dissonance, this study examines the relationship between ad choice (vs. no-choice) and perceived ad intrusiveness and effectiveness. Study participants watched a 12 minute video clip with either a choice-based (experimental condition) or no-choice (control condition) ad in the middle. Following the video, participants completed a survey measuring perceived ad intrusiveness and perceived ad effectiveness. Researchers did not find a significant influence of ad type (choice-based ad vs. no-choice ad) on perceived ad intrusiveness or perceived ad effectiveness. Findings did affirm a negative correlation between perceived ad intrusiveness and perceived ad effectiveness found in previous research. Researchers discuss why results did not support previous findings and propose that the ability to self-tailor content impacts the effectiveness of choice-based ads. The study has theoretical and practical implications on designing effective advertisements.
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