Abstract Advertising campaigns with user-generated content (UGC) vary in the extent to which they guide or allow user freedom when creating content. It is possible that providing preexisting content that users must change or edit might shape attitudes toward that content and its source in ways different from those campaigns that give freedom to create content as users see fit. In this study, users created a new advertisement, customized an advertisement, or read an existing advertisement. They then rated their perceptions on interactivity, autonomy, competence, attachment, reactance, source credibility, and product liking. Results indicate that customizers had higher reactance and lower product liking compared to creators, suggesting that a guiding template or other preexisting material can significantly change attitudes despite similar tasks. Advertisers should consider the benefits of campaigns that call for creation versus customization and strongly consider impressions from preexisting content on interactive customizable interfaces.

中文翻译：

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在用户生成的内容广告活动中进行定制时区分用户体验，以及随后对产品态度，电抗和来源信誉的影响

具有用户生成内容（UGC）的抽象广告活动在创建内容时指导或允许用户自由的程度有所不同。提供用户必须更改或编辑的先前存在的内容，可能会以不同于那些在用户认为合适时可以自由创建内容的活动的方式，改变对该内容及其来源的态度。在这项研究中，用户创建了一个新的广告，定制了一个广告或阅读了一个现有的广告。然后，他们对他们对交互性，自主性，能力，依恋，反应力，来源信誉和产品喜好的看法进行评估。结果表明，与创建者相比，定制者具有更高的反应力和更低的产品喜好，这表明，尽管任务相似，指导模板或其他现有材料仍可以显着改变态度。