Let Me Skip the Ads! Revisiting Reactance Theory in an Advertising Context

Yoo Jin Song, University of Illinois at Urbana-Champaign, USA
Brittany Duff, University of Illinois at Urbana-Champaign, USA
Experiencing freedom to watch TV without interruptions led to reactance when the freedom was threatened. Studying reactance becomes important in understanding TV ad effectiveness, due to diverse media usage. However, reactance did not lead to willingness to restore the freedom, which suggests re-examining the psychological reactance theory.
[ to cite ]:
Yoo Jin Song and Brittany Duff (2013) ,"Let Me Skip the Ads! Revisiting Reactance Theory in an Advertising Context", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.