Original paper
An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness
Volume: 24, Issue: 7, Pages: 672 - 699
Published: Sep 22, 2008
Abstract
Internet advertising has shown signs of continued healthy growth in spite of the burst Internet bubble. Several types of ads have been used, and there are important generic characteristics that can be gleaned from these ads: whether they obscure content and whether users have the control to remove them. These factors were tested in a laboratory study with 258 student participants. It was hypothesized that the factors would predict intrusiveness,...
Paper Details
Title
An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness
Published Date
Sep 22, 2008
Volume
24
Issue
7
Pages
672 - 699
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Notes
History