Effects of Ad-Video Similarity, Ad Location, and User Control Option on Ad Avoidance and ...

229 Pages·2015·4.87 MB·English

Effects of Ad-Video Similarity, Ad Location, and User Control Option on Ad Avoidance
and Advertiser-Intended Outcomes of Online Video Ads

A DISSERTATION
SUBMITTED TO THE FACULTY OF
UNIVERSITY OF MINNESOTA
BY

Soojung Kim

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF
DOCTOR OF PHILOSOPHY

Jisu Huh

June 2015
© Soojung Kim 2015
Acknowledgements

It would have been impossible for me to complete this dissertation and my
doctoral program without support, help, and encouragement from a great number of
people. First and foremost, I would like to give my heartfelt thanks to my adviser, Dr.
Jisu Huh, for her guidance and support in every aspect of both my study and life during
my graduate program. I can definitely say that having her as my adviser is one of the
greatest blessings that I have ever had in my life. I would not have made it this far
without her. I also would like to express my heartfelt gratitude and appreciation to my
committee members, Drs. Ron Faber, Jennifer Ball, and Rohini Ahluwalia, for their
willingness to serve and offer insight and knowledge for my dissertation.
I am blessed to have wonderful colleagues in the School of Journalism and Mass
Communication: Sarah Cavanah, Lauren Duffy, Brett Johnson, Jisu Kim, Okhyun Kim,
Taemin Kim, Jiyoon Lee, Susan LoRusso, Jennifer Lueck, Wooyeol Shin, Whitney
Walther-Martin, and Rodrigo Zamith. I also would like to express my appreciation to
friends who have always been by my side: Jihyun Hwang, Dahee Kim, Soyoon Kim,
Yunkyong Kim, and Soyoung Park.
I owe special thanks to my family. This dissertation is especially dedicated to my
father, Hyesung Kim, and my mother, Hyuna Lee. Their prayers and love have made me
who I am today. I am also grateful to my sister, Sooyong Kim, for her love. It’s the
greatest blessing for me to be her sister. I also thank my beloved fiancé, Joonghwa Lee,
for his love, prayers, encouragement, and confidence in me. I can’t wait to start the next
chapter of my life with him.
i
Last but not least, I give all glory and thanks to God, who has always been and
will always be with me, guiding me, and giving me strength at each and every step.
ii
Dedication

I dedicate this dissertation:
To my father, Hyesung Kim, and to my mother, Hyuna Lee,
for their deepest love, endless encouragement, and continuous prayers.
iii
Abstract
Consumers’ negative reactions and avoidance of online video advertising is a
serious problem. In order to address this problem and understand the underlying
psychological mechanisms, this study had two objectives. In particular, this study (1)
examined the effects of key online video ad strategy factors on consumers’ ad avoidance
and subsequent advertiser-intended outcomes (i.e., attitudes and brand memory) and (2)
proposed and tested psychological mechanisms explaining the effects of ad strategy
factors on consumer responses. To achieve these two objectives, this study focuses on
three ad strategy factors: (1) ad-video similarity, (2) ad location within the online video,
and (3) user control option in terms of providing skip options.
This study examined the effects of ad-video similarity and ad location on ad
avoidance, attitudes toward the ad and toward the brand, and brand memory. Those
effects were expected to operate through different psychological mechanisms, namely,
perceived ad relevance, perceived manipulativeness, and psychological reactance.
Particularly, this study posed alternative hypotheses predicting the effects of ad-video
similarity. On the one hand, an online video ad similar (vs. dissimilar) to the online video
could be perceived as more relevant to consumers, resulting in lower ad avoidance and in
turn higher brand memory and more positive attitudinal outcomes. On the other hand, an
online video ad similar (vs. dissimilar) to the online video could be perceived as more
manipulative due to the likelihood of the ad misleading consumers, resulting in higher ad
avoidance and in turn lower brand memory and more negative attitudinal outcomes. In
addition, this study predicted that a mid-roll (vs. pre-roll) online video ad would generate
iv
a higher level of psychological reactance, resulting in higher ad avoidance and more
negative attitudinal outcomes. Moreover, this study examined the moderating role of user
control option in the effects of ad-video similarity and ad location on ad avoidance and
attitudinal outcomes based on a psychological reactance perspective.
In order to test hypotheses, two phases of lab experiments were conducted:
Experimental Phase 1 with non-skippable online video ad only and Phase 2 with
skippable online video ad only. In both non-skippable and skippable ad conditions, a 2
(ad-video similarity: similar vs. dissimilar) × 2 (ad location: pre-roll vs. mid-roll)
between-subject factorial-design experiment was conducted, which incorporated data
from an eye-tracking device, observation of behavioral reactions, and self-reported
measures.
The results demonstrated that the similar online video ad, compared to the
dissimilar online video ad, was perceived to be more relevant, instead of more
manipulative, and generated more positive attitudinal outcomes and lower ad avoidance.
Perceived relevance was found to be the underlying mechanism by which the similar
online video ad generated more positive attitudinal responses. The similar online video
ad, however, had direct positive impacts on ad avoidance not mediated through perceived
relevance. Furthermore, greater ad avoidance in response to the dissimilar online video ad
caused lower brand recognition. The ad location factor did not influence psychological
reactance, ad avoidance, and other ad outcomes. In addition, the finding suggested no
significant effects of interaction between ad-video similarity and ad location on attitudes
toward the ad and the brand and ad avoidance. Lastly, user control option in terms of
v
skipping the ad did not moderate the effects of ad-video similarity and ad location factors
on attitudinal responses.
This study contributes to advancing the ad avoidance research by measuring ad
avoidance in multiple ways and expanding the context of ad avoidance to online video
advertising. This study also offers useful practical implications for advertisers as they
devise ad message and location strategies for digital and interactive ad campaigns while
dealing with the serious issue of ad avoidance in the interactive media environment.
vi
Table of Contents
List of Tables ………………………………………………………………………... x
List of Figures ………………………………………………………………………. xii
CHAPTER 1. INTRODUCTION …………………………………………………... 1
1. Research Purpose and Focus ………………………………………………... 4
2. Dissertation Chapters and Organization …………………………………….. 8
CHAPTER 2. LITERATURE REVIEW ON AD AVOIDANCE ………………….. 9
1. Definition and Characteristics of Ad Avoidance …………………………… 9
2. Key Influencing Factors of Ad Avoidance …………………………………. 15
3. Consequences of Ad Avoidance ……………………………………………. 23
4. Ad Avoidance in Online Video Advertising vs. TV Commercials …………. 27
5. Chapter Summary …………………………………………………………… 33
CHAPTER 3. LITERATURE REVIEW: ADVERTISING STRATEGIES AND
EFFECTS …………………………………………………………………………… 37

1. Ad-Video Similarity ………………………………………………………… 37
2. Ad Location …………………………………………………………………. 47
3. User Control Option ………………………………………………………… 50
4. Chapter Summary …………………………………………………………… 54
CHAPTER 4. THEORETICAL UNDERPINNINGS ………………………………. 57
1. Theories Explaining the Ad-Video Similarity Effects ……………………… 57
2. Psychological Reactance Theory Explaining the Ad Location and User
Control Option Effects ……………………………………………………… 66

3. Chapter Summary …………………………………………………………… 71
vii
CHAPTER 5. HYPOTHESES ……………………………………………………… 74
1. Effects of Ad-Video Similarity on Ad Avoidance and Outcomes ………….. 75
2. Effects of Ad Location on Ad Avoidance and Outcomes …………………... 80
3. Interactions between Ad-Video Similarity and Ad Location ……………….. 82
4. User Control Option as a Moderator ………………………………………... 84
CHAPTER 6. METHOD ……………………………………………………………. 88
1. Experimental Stimuli ………………………………………………………... 88
2. Pilot Test of the Instruments and Results …………………………………… 93
3. Main Study Sample …………………………………………………………. 99
4. Data Collection Procedure of the Main Study ……………………………… 100
5. Measurements ……………………………………………………………….. 101
CHAPTER 7. DATA ANALYSIS AND RESULTS ……………………………….. 110
1. Variable Construction and Reliability Tests ………………………………... 110
2. Sample Characteristics ……………………………………………………… 113
3. Randomization Check ………………………………………………………. 115
4. Manipulation Check ………………………………………………………… 117
5. Hypotheses Testing Part 1: Effects of Ad-Video Similarity on Ad
Avoidance and Outcomes …………………………………………………… 118

6. Hypotheses Testing Part 2: Effects of Ad Location on Ad Avoidance and
Outcomes ……………………………………………………………………. 158

7. Hypotheses Testing Part 3: Interactions between Ad-Video Similarity and
Ad Location …………………………………………………………………. 166

8. Hypotheses Testing Part 4: User Control Option as a Moderator ………….. 167
viii