Here we go again! The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions
Information and Management
First page number:
Last page number:
Internet advertising represents the United States’ second-highest advertising expenditure. From the separate perspectives of advertiser and host site, we propose antecedents to online ad recognition and site revisit intentions. Intervening variables include ad intrusiveness and attitudes when faced with repeated ads. Using the reactance theory, we tested our theoretical model on a simulated website in Chile with advertisements collected from real websites. All except one of the hypotheses were supported. Repetition degraded perceptions except for subjects who started with positive perceptions of the ad. Negative perceptions of the ads degraded website-related attitudes and intentions when the number of adimpressions rose. © 2016 Elsevier B.V.
Galletta, D. F.,
Moody, G. D.
Here we go again! The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions.
Information and Management, 54(1),