Journal article
Am I intruding? Developing a conceptualisation of advertising intrusiveness
Journal of Marketing Management, Vol.34(9-10), pp.750-774
2018
Abstract
This study develops a conceptual framework of advertising intrusiveness that extends previous research on the topic by examining both drivers and consequences. To achieve this, the work draws on in-depth interviews with 29 adult consumers who report experiencing intrusive advertising in their daily lives. Three drivers of advertising intrusiveness are identified - temporal disruption, visual disruption and flow disruption - along with three consequences - emotional response, behavioural response and cognitive response. From these drivers and consequences, a conceptual framework of advertising intrusiveness is developed based on ideas about psychological reactance. Based on this framework it is proposed that, while all advertisements might ultimately be perceived as intrusive, an advertisement's characteristics, which are the identified subcomponents of the drivers of intrusiveness, exacerbate the resultant consequences.
Details
- Title
- Am I intruding? Developing a conceptualisation of advertising intrusiveness
- Authors
- Aimee Riedel (Author) - Queensland University of TechnologyClinton S Weeks (Author) - Queensland University of TechnologyAmanda T Beatson (Author) - Queensland University of Technology
- Publication details
- Journal of Marketing Management, Vol.34(9-10), pp.750-774
- Publisher
- Routledge
- Date published
- 2018
- DOI
- 10.1080/0267257X.2018.1496130
- ISSN
- 0267-257X
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99451111902621
- Output Type
- Journal article
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- Web Of Science research areas
- Business
- Management