Let Me Skip the Ads! Revisiting Reactance Theory in an Advertising Context
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.
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.
Yoo Jin Song, University of Illinois at Urbana-Champaign, USA
Brittany Duff, University of Illinois at Urbana-Champaign, USA
NA - Advances in Consumer Research Volume 41 | 2013
Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect
Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
Family Consumption Experiences Across Generations
Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA