The role of perceived intrusiveness on attitudes towards internet advertising

Tan, Jun B. (2010). The role of perceived intrusiveness on attitudes towards internet advertising Honours Thesis, UQ Business School, The University of Queensland.

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Author Tan, Jun B.
Thesis Title The role of perceived intrusiveness on attitudes towards internet advertising
School, Centre or Institute UQ Business School
Institution The University of Queensland
Publication date 2010-12-30
Thesis type Honours Thesis
Supervisor Mark Brown
Total pages 105
Language eng
Subjects 1505 Marketing
Abstract/Summary The Internet is known for its ability to impose forced advertising exposure on users. With the number of Internet users climbing to more than 1.8 billion globally, the need for advertisers to utilize this pervasive medium to initiate contact with consumers has increased substantially. To achieve their communication objectives, advertisers frequently resort to intrusive tactics, using advertising formats such as floating ads and pop ups, to attract the attention of users. Although such tactics may hope to enhance attention and memory for brands, the result is that negative attitudinal responses and avoidance behavior are often elicited among users (Chang, Jung & Tharp 2001; Ying, Korneliussen & Gronhaung 2009). Attention remains a key problem for advertisers yet it is essential in order to establish communication. It is therefore important to identify factors that might mitigate perceptions of intrusiveness of online advertising in order to minimize negative associations, as such associations are likely to have adverse effects on both the brand appearing in the advertisement and perhaps even the website publisher serving the ad. Although a number studies have examined attitudinal and behavioral responses towards advertisements perceived as intrusive (e.g. Edwards, Li & Lee 2002; Mc Coy et al. 2008; Ying et al. 2009), current understanding of intrusiveness within the context of digital media is limited. The broad aim of this research is to explore the influence of key factors that may improve understanding of how ad intrusiveness is experienced on the Internet and its impact on the effectiveness of Internet advertising strategies. Specifically, this research examines three variables that may potentially influence viewers’ attitudes toward the ad format itself, the advertiser brand, and the publisher website. It then proceeds to explore the possible mediating role of perceived intrusiveness in the formation of such attitudes. Finally, the impact of task orientation as a potential moderating factor is investigated. The contribution of this thesis is three fold. First, it extends the online advertising literature by examining the influence on advertising effectiveness of three previously underresearched variables: 1) the interactive capabilities of an ad, 2) the ability to minimize disruption caused by ads and 3) perceptions of respect shown by the advertiser toward viewers. Second, from a managerial perspective, the research will provide practical insights for advertisers, such as executional strategies that may be implemented to influence consumers’ perceptions of intrusiveness of advertising in online environments. Third, the research will identify criteria that advertising formats should meet before Web publishers consider serving them, hence minimizing the amount of negative response elicited. In turn, this is likely to enhance the publisher’s reputation as a site worth patronizing.

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