An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness

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,...