research-article

Here we go again! The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions

Authors:

Andrea Everard,

Dennis F. Galletta,

Gregory D. MoodyAuthors Info & Claims

Information and Management, Volume 54, Issue 1

Pages 14 - 24

https://doi.org/10.1016/j.im.2016.03.005

Published: 01 January 2017 Publication History

Abstract

Internet advertising represents the United States' second-highest advertising expenditure. From the separate perspectives of advertiser and host site, we propose antecedents to online ad recognition and site revisit intentions. Intervening variables include ad intrusiveness and attitudes when faced with repeated ads. Using the reactance theory, we tested our theoretical model on a simulated website in Chile with advertisements collected from real websites. All except one of the hypotheses were supported. Repetition degraded perceptions except for subjects who started with positive perceptions of the ad. Negative perceptions of the ads degraded website-related attitudes and intentions when the number of adimpressions rose.

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Cited By

Ozcelik AVarnali K(2019)Effectiveness of online behavioral targetingElectronic Commerce Research and Applications10.1016/j.elerap.2018.11.00633:COnline publication date: 1-Jan-2019
https://dl.acm.org/doi/10.1016/j.elerap.2018.11.006
Kocielnik RHsieh GLee CPoltrock SBarkhuus LBorges MKellogg W(2017)Send Me a Different MessageProceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing10.1145/2998181.2998324(2193-2207)Online publication date: 25-Feb-2017
https://dl.acm.org/doi/10.1145/2998181.2998324

Index Terms

Here we go again! The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions
1. Human-centered computing
  1. Human computer interaction (HCI)

Index terms have been assigned to the content through auto-classification.

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cover image Information and Management

Information and Management Volume 54, Issue 1

January 2017

138 pages

ISSN:0378-7206

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Copyright © Elsevier B.V.

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Elsevier Science Publishers B. V.

Netherlands

Publication History

Published: 01 January 2017

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Cited By

Ozcelik AVarnali K(2019)Effectiveness of online behavioral targetingElectronic Commerce Research and Applications10.1016/j.elerap.2018.11.00633:COnline publication date: 1-Jan-2019
https://dl.acm.org/doi/10.1016/j.elerap.2018.11.006
Kocielnik RHsieh GLee CPoltrock SBarkhuus LBorges MKellogg W(2017)Send Me a Different MessageProceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing10.1145/2998181.2998324(2193-2207)Online publication date: 25-Feb-2017
https://dl.acm.org/doi/10.1145/2998181.2998324

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