ABSTRACT What can make multiple forced online advertising exposures be perceived as more acceptable than they presently are to most viewers? This study investigates whether advertising customization and advertising variation influence Internet users' perceptions of multiple ad exposures and affect their attitudes toward the ads and the website in the context of in-stream video ad exposure. Using a 2 (ad customization: ad customization option versus no option) × 2 (ad variation: ad variation versus no ad variation) factorial experiment, the researcher noted that advertising content control through a customization feature was an influential factor that led to positive attitudes toward multiple exposures to the ads. In addition, the results showed the possibility that offering ad variation tended to induce users' positive attitudes with regard to multiple ad exposures. Furthermore, users' perceived intrusiveness of the advertisements and feelings of irritation seemed to play an underlying mechanism in this relationship with regard to the impact of ad variation and ad customization on advertising effectiveness. This study finding has theoretical and practical implications on advertising repetition in the forced online advertising interface.

中文翻译：

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广告定制和广告变体形式对互联网用户强迫性多重广告曝光和态度的感知的影响

摘要对于大多数观看者来说，是什么能使他们比目前更容易接受多次强制在线广告曝光？这项研究调查了广告定制和广告变化是否会影响互联网用户对多次广告展示的看法，并在流内视频广告展示的情况下影响他们对广告和网站的态度。研究人员使用2（广告定制：广告定制选项与无选项）×2（广告变体：广告变体与无广告变体）因子分解实验，发现通过定制功能控制广告内容是产生积极态度的影响因素对广告进行多次曝光。此外，结果表明，提供广告变体可能会诱使用户 对多次广告展示的积极态度。此外，在广告变化和广告定制对广告效果的影响方面，用户对广告的侵入性和发怒的感觉似乎在这种关系中起了潜在的作用。该研究发现对强制在线广告界面中的广告重复具有理论和实践意义。