Intrusive Advertisements in the Online Context: a Meta-Analysis of the Antecedents and Consequent Constructs

A meta-analysis was performed to evaluate intrusive advertisements in the online context. A total of 30 papers were analyzed, and the most significant antecedents were informativeness, entertainment and frequency. The consequent constructs included avoidance, attitude towards advertising and brand, involvement, irritation, control perception and purchase intention.


Fernando De Oliveira Santini, Frederike Monika Budiner Mette, Valesca Persch Reichelt, Wagner Junior Ladeira, and Claudio Hoffmann Sampaio (2017) ,"Intrusive Advertisements in the Online Context: a Meta-Analysis of the Antecedents and Consequent Constructs", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 580-581.


Fernando De Oliveira Santini, Unisinos, Brazil
Frederike Monika Budiner Mette, ESPM, Brazil
Valesca Persch Reichelt, ESPM, Brazil
Wagner Junior Ladeira, Unisinos, Brazil
Claudio Hoffmann Sampaio, PUCRS, Brazil


NA - Advances in Consumer Research Volume 45 | 2017

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