TY - JOUR
T1 - Exploring the Effect of Ad Choice in Online Video-Streaming Platforms
T2 - Moderated by Ad Involvement and Mediated by Psychological Reactance
AU - Ahn, Regina Jihea
AU - Ham, Chang Dae
N1 - Publisher Copyright:
© 2022 American Academy of Advertising.
PY - 2022
Y1 - 2022
N2 - Online video ads on video-streaming platforms interrupt viewers’ video-watching experiences, presumably triggering anger, irritation, and negative cognition. Thereby, with a theoretical framework of psychological reactance, we call scholarly attention to the role of ad choice in mitigating the negative effect of interruptions from mid-roll video ads. We propose that the effect of ad choice will be moderated by ad involvement and mediated by psychological reactance. We conducted a between-subjects experiment with a 2 (ad choice: yes versus no) × 2 (ad involvement: high versus low) design by creating a realistic digital video-streaming environment. We found that the effect of ad choice was significant only when ad involvement was low. A significant mediating role of reactance was revealed only in the relationship between ad choice and attitude toward the ads; however, the proposed moderated mediation role of psychological reactance was not significant. Theoretical and practical implications are discussed.
AB - Online video ads on video-streaming platforms interrupt viewers’ video-watching experiences, presumably triggering anger, irritation, and negative cognition. Thereby, with a theoretical framework of psychological reactance, we call scholarly attention to the role of ad choice in mitigating the negative effect of interruptions from mid-roll video ads. We propose that the effect of ad choice will be moderated by ad involvement and mediated by psychological reactance. We conducted a between-subjects experiment with a 2 (ad choice: yes versus no) × 2 (ad involvement: high versus low) design by creating a realistic digital video-streaming environment. We found that the effect of ad choice was significant only when ad involvement was low. A significant mediating role of reactance was revealed only in the relationship between ad choice and attitude toward the ads; however, the proposed moderated mediation role of psychological reactance was not significant. Theoretical and practical implications are discussed.
UR - http://www.scopus.com/inward/record.url?scp=85134583284&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85134583284&partnerID=8YFLogxK
U2 - 10.1080/10641734.2022.2092788
DO - 10.1080/10641734.2022.2092788
M3 - Article
AN - SCOPUS:85134583284
SN - 1064-1734
VL - 43
SP - 360
EP - 376
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 4
ER -