Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads
Abstract
This paper explores forced viewing of “pop-up ads” on the Internet to understand better how viewers come to define ads as irritating and decide to avoid them. Perceived intrusiveness was suggested as the underlying mechanism by which the process occurs. Antecedents of intrusiveness were identified that affect perceptions of ads as interruptions, including congruence of the advertisement content with the current task and intensity of cognition at the moment the ad pops up. The consequences of intrusiveness were shown to be caused by feelings of irritation and ad avoidance. The results provide an understanding of how consumers experience forced exposure situations in interactive environments and highlight implications for advertisers seeking to increase the effectiveness of on-line advertising.
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The same TV programmes are enjoyed more by viewers who choose them over viewers who are involuntarily exposed to them, an effect also visible in advertising.
“Lewis [61] shows that the same TV programmes are enjoyed more by viewers who choose them over viewers who are involuntarily exposed to them, an effect that is (with some qualifications) also visible in advertising [62, 63].”
From Five studies evaluating the impact on mental health and mood of recalling, reading, and discussing fiction (2022) · cites this paper as [63]
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- Authors
- Edwards, S. M., Li, H., & Lee, J.-H.
- Affiliations
- The University of Texas at Austin (US)
- Michigan State University (US)
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2002-10
- Volume
- 31
- Issue
- 3
- Pages
- 83-95
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2079084267
- Cited by
- 1,053
- References
- 2
- Citations by year
- 2026: 72 · 2025: 67 · 2024: 61 · 2023: 62 · 2022: 71 · 2021: 80 · 2020: 76 · 2019: 78 · 2018: 70 · 2017: 56 · 2016: 50 · 2015: 49 · 2014: 32 · 2013: 37 · 2012: 35
- FWCI
- 32.15
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising (publishedVersion)
- Funders
- American Academy of Advertising
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- pop-up ads, forced exposure, reactance, perceived intrusiveness, advertising avoidance, irritation, online advertising, cognitive load, interactive environments
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