The effect of ad value, ad placement and ad execution on the perceived instrusiveness of web advertisements
Lou Ying, Tor Korneliussen and Kjell Grønhaug
Introduction
Advertisements are supposed to produce positive effects, of value to the advertiser and consumer, but may have negative effects as well. One such negative effect is that advertisements may be perceived as intrusive and result in negative consequences. Such intrusiveness can give raise to ad irritation and annoyance, and ultimately lead to ad avoidance (Bauer & Greyser 1968; Edwards et al.2002), with detrimental effects for both sellers and buyers. The purpose of this...