Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Consumer Reactions to Intrusiveness Of Online-Video Advertisements

Do Length, Informativeness, and Humor Help (or Hinder) Marketing Outcomes?

Kendall Goodrich, Shu Z. Schiller, Dennis Galletta
DOI: 10.2501/JAR-55-1-037-050 Published 1 March 2015
Kendall Goodrich
Wright State University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: kendall.goodrich@wright.edu
Shu Z. Schiller
Wright State University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: shu.schiller@wright.edu
Dennis Galletta
University of Pittsburgh,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: galletta@katz.pitt.edu
  • Article
  • Info
  • PDF
Loading

Click on the PDF link for the complete article.

ABSTRACT

Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners. Results showed that intrusive advertisements negatively affected attitudes and intentions toward both the advertised brand and the host Web site. Informative and humorous video advertisements and longer advertisements, however, were perceived as less intrusive. The results implied that advertisers need to pretest video advertisements rigorously to achieve optimal marketing outcomes.

  • © Copyright 2015 The ARF. All rights reserved.

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 55 Issue 1

Journal of Advertising Research: 55 (1)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
Consumer Reactions to Intrusiveness Of Online-Video Advertisements
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
Consumer Reactions to Intrusiveness Of Online-Video Advertisements
Kendall Goodrich, Shu Z. Schiller, Dennis Galletta
Journal of Advertising Research Mar 2015, 55 (1) 37-50; DOI: 10.2501/JAR-55-1-037-050

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
Consumer Reactions to Intrusiveness Of Online-Video Advertisements
Kendall Goodrich, Shu Z. Schiller, Dennis Galletta
Journal of Advertising Research Mar 2015, 55 (1) 37-50; DOI: 10.2501/JAR-55-1-037-050
Reddit logo Twitter logo Facebook logo Mendeley logo
Save to my folders

Jump to

  • Article
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • Disruptive versus Nondisruptive Advertising In Online Streaming Video Services
  • Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?
  • An Investigation Into Slogan Design On Creating Slogan–Brand Alignment
Show more Articles

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use