Abstract

We examined the association of intrusive and sexually appealing advertisements in a mobile news environment with audiences’ perceptions of the content and reactive behaviors. Based on the psychological reactance theory, we conducted a 2 × 2 (sexual ad versus nonsexual ad × highly intrusive ad versus low intrusive ad) full factorial experimental design measuring associations with behavioral ad avoidance and ad memory (recall and recognition). The results indicate that users were more concerned to avoid pop-up ads than banner ads. Also, we observed significant main effects of intrusiveness and sexual appeals in advertisements on audiences’ recall of ads. Our findings call into question the effectiveness of advertising that relies on intrusive exposure and sexual images.

摘要

我们研究了移动新闻环境中侵入性和性感广告与观众对内容和反应行为的看法之间的关联。基于心理反应理论，我们进行了 2 × 2（性广告与非性广告 × 高侵入性广告与低侵入性广告）全因子实验设计测量与行为广告回避和广告记忆（回忆和识别）的关联。结果表明，与横幅广告相比，用户更关心避免弹出广告。此外，我们观察到广告中的侵入性和性吸引力对受众对广告的回忆有显着的主要影响。我们的研究结果对依赖侵入性曝光和性图像的广告的有效性提出了质疑。