The Use of Choice to Reduce Negative Reactions to Online Interstitial Advertising

摘要

This thesis investigates choice as a way of reducing the negative reactions people have toward advertising. Specifically, online interstitial advertisements are examined when participants have a choice of commercials. Results indicate that choice, sex, and the advertisement itself interact to reduce measures of reactance (i.e., anger and negative cognitions). Intrusiveness is shown to be negatively associated with attitudes toward the brand and attitudes toward the advertisement when participants had a choice of advertisements. Cognitive responses were shown to be positively related to attitudes toward the advertisement and anger was shown to be negatively associated with attitude toward the brand.