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

TLDR

This paper explores forced viewing of pop‑up ads to understand how viewers come to define ads as irritating and decide to avoid them. Perceived intrusiveness is the underlying mechanism, driven by antecedents such as congruence of ad content with the current task and the intensity of cognition at the moment the ad appears. Intrusiveness leads to irritation and ad avoidance, illustrating how consumers experience forced exposure and offering implications for advertisers to improve online ad effectiveness.

Abstract

Abstract 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.