The Effects of Negative Feelings Caused By Forced Exposure to Banner Ads on Advertising Responses

Jung Ok Jeon, Pukyong National University, Korea
Hyun-Hee Park, Kyungpook National University, Korea
Jin-Hwa Lee, Pusan National University, Korea
Yoon-Ho Kim, Hee-Young Han, Pukyong National University, Korea; Pukyong National University, Korea
This study explores the possibility that the level of forced exposure in banner ads may affect consumer’s negative feelings, ad avoidance, and ad attitude. Especially this study sheds light on the moderating roles of negative feelings and ad avoidance. This study employed 2(forced level) x 2 (involvement) experimental designs using different types of banner presentation formats. The results showed that the level of forced exposure revealed significant differences in relationships among negative feelings, ad avoidance, and ad attitude. And, among negative feelings, feelings of annoyance significantly induced both of cognitive avoidance and physical avoidance, while irritation induced cognitive avoidance only. Also, both of ad avoidance dimensions negatively affected ad attitude.
[ to cite ]:
Jung Ok Jeon, Hyun-Hee Park, Jin-Hwa Lee, and Yoon-Ho Kim, Hee-Young Han (2009) ,"The Effects of Negative Feelings Caused By Forced Exposure to Banner Ads on Advertising Responses", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 872-872.