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Causes of Irritation in Online Ads

The document discusses irritation from online advertisements. It summarizes previous research that identified irritation as a dimension of personal reaction to ads. Irritation is seen as more negative than dislike and can result from ads that are frustrating, silly, pointless or phony. Irritation may occur due to intrusive ad tactics, untruthful content, or poorly executed ads. Digital ads can also cause irritation, especially push technologies like pop-ups, which increase feelings of discontent toward digital advertising.

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Lileth Anne Panghulan Viduya
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15 views1 page

Causes of Irritation in Online Ads

The document discusses irritation from online advertisements. It summarizes previous research that identified irritation as a dimension of personal reaction to ads. Irritation is seen as more negative than dislike and can result from ads that are frustrating, silly, pointless or phony. Irritation may occur due to intrusive ad tactics, untruthful content, or poorly executed ads. Digital ads can also cause irritation, especially push technologies like pop-ups, which increase feelings of discontent toward digital advertising.

Uploaded by

Lileth Anne Panghulan Viduya
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Online Advertisement as Irritation

According to Wells et al., (1971), It has been conceptualized that Irritation is one of the six dimensions of personal
reactions to advertising. According to Aaker & Bruzzone (1895), it is viewed that irritation is more negative than mere
dislike for advertisement, and the response of irritation to commercials is exemplified by the dimensions of frustrating,
silly, pointless and phony among others, stated by Aaker and Stayman (1990). Stated by Aaker & Bruzzone (1985) in one
of the pioneer, they studied Irritation based on the product category and consumer segmentation indicators such as
demographics and socioeconomic class.

According to Zhang (2000), Advertisers adopt intrusive tactics for getting consumer attention and interest, but the
communication effort ends up being perceived as annoying that’s why most of the time, these methods do not work.

Stated by Aaker & Bruzzone (1985), Bauer & Greyser (1968), When Ads contain untruthful or confusing content or are
executed poorly, irritation occurs.

According also to Ducoffe (1996); Brackett & Carr (2001), despite interactive element, the digital advertisement evokes
certain level of irritation for consumers. Irritation has a negative impact on the perception towards digital advertising
stated by Ducoffe (1996). Due to increase in the “push” technology in digital advertisements such as pop-ups, skycrapers
and email ads among others, irritation occurs. These push ads are increasing the consumers’ feeling of discontent
towards digital advertising.

References:

Aaker, D. A. & Bruzzone, D. E. (1985). Causes of Irritation in Advertising. Journal of Marketing, 49, 47-57. Retrieved from
[Link]

Aaker, D. A. & Stayman, D. M. (1990). Measuring audience perceptions of commercials and relating them to ad impact.
Journal of Advertising Research, 30(4), 7-17. Retrieved from
[Link]
ng_Them_to_Ad_Impact

Bauer & Greyser, (1968). Advertising in America: The consumer view. Boston: Harvard University, 1968. Retrieved from
[Link]

Brackett, L. & Carr, B. (2001). Cyberspace advertising vs other media: Consumer vs mature student attitudes. Journal of
advertising research, 23-32. Retrieved from
[Link]
e_Student_Attitudes

Ducoffe, R. H. (1996). How consumers assess the value of advertising. Journal of current issues and research in
advertising. 17, 1, 1-18. Retrieved from
[Link]

Zhang, P. (2000). The effect of animation on information seeking performance on the world wide web: securing
attention or interfering with primary tasks. Journal of association for information systems (JAIS), 1, 1, 2000. Retrieved
from
[Link]
ce_on_the_World_Wide_Web_Securing_Attention_or_Interfering_with_Primary_Tasks

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