Dealing with intrusive ads: a study of which functionalities help consumers feel agency

Figures & data

Figure 1. Ad position within video.

A screen capture of the advertisements in the video titled ‘Myth of the Rogue Shark’ which is a Ted Talk by Chris Neff. The video was included in the experiment under CC with attribution to Ted Talks and Chriss Neff.

Figure 2. Memory for the advertised brand.

Figure 3. Preference for the advertised brand.

Figure 4. Countdown ad position.

A screen capture of the advertisements in the video titled ‘Myth of the Rogue Shark’ which is a Ted Talk by Chris Neff. The video was included in the experiment under CC with attribution to Ted Talks and Chriss Neff.

Figure 5. Memory for the advertised brand.

Figure 6. Preference for the advertised brand.

Figure 7. Conceptual model Study 3.

Table 1. Summary of experiment findings.

Exp	Results	Overall takeaway
1A	Skip (M = 5.83) No Skip (M = 7.00)	No Skip most effective for memory
1B	Skip (M = 4.66) No Skip (M = 3.98)	Skip most effective for preference
2A	Skip (M = 5.44) No Skip (M = 6.22) Countdown and Skip (M = 5.23) Countdown and No Skip (M = 6.61) No Countdown and Skip (M = 5.66) No Countdown and No Skip (M = 5.83)	Most optimal condition to increase both memory and preference is Countdown with No Skip
2B	Skip (M = 5.61) No Skip (M = 5.04) Countdown and Skip (M = 5.42) Countdown and No Skip (M = 5.41) No Countdown and Skip (M = 5.80) No Countdown and No Skip (M = 4.67)	No Countdown with Skip, Countdown with Skip, Countdown with No Skip most effective for preference
3	The index of moderated serial mediation was significant (index = −.010, SE = .011, 95 percent confidence interval [CI]: −.0414 to −.0001), thus the indirect effect of control on preference through psychological reactance, intrusiveness, sense of agency and recall, depends on the availability of the level of control	Choice functionality provided similar benefits to the countdown mechanism. Psychological reactance, intrusive advertising and sense of agency as mediators.