TY - JOUR
T1 - Avoiding pre-roll ads
T2 - Predictors of online video consumption
AU - Chen, Yunbo
AU - Zhou, Shuhua
PY - 2023/5
Y1 - 2023/5
N2 - Pre-roll ads are the most prevalent online video advertising format. They are often compulsory and may induce advertising avoidance. The current study introduces two new variables into an existing advertising avoidance model to delineate the avoidance phenomenon in pre-roll ads. The results of a survey with a national sample of 513 individuals showed that prior negative experiences, perceived goal obstacles, ad length, ad clutter, and the presence of others influenced online video advertising avoidance. In addition, social factors influenced ad avoidance, both online and offline. The theoretical and managerial implications of these findings are considered. © 2023 Elsevier Ltd.
AB - Pre-roll ads are the most prevalent online video advertising format. They are often compulsory and may induce advertising avoidance. The current study introduces two new variables into an existing advertising avoidance model to delineate the avoidance phenomenon in pre-roll ads. The results of a survey with a national sample of 513 individuals showed that prior negative experiences, perceived goal obstacles, ad length, ad clutter, and the presence of others influenced online video advertising avoidance. In addition, social factors influenced ad avoidance, both online and offline. The theoretical and managerial implications of these findings are considered. © 2023 Elsevier Ltd.
KW - Ad cluster
KW - Advertising avoidance
KW - Goal obstacles
KW - Pre-roll ads
UR - http://www.scopus.com/inward/record.url?scp=85147093564&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85147093564&origin=recordpage
U2 - 10.1016/j.chb.2023.107652
DO - 10.1016/j.chb.2023.107652
M3 - RGC 21 - Publication in refereed journal
SN - 0747-5632
VL - 142
JO - Computers in Human Behavior
JF - Computers in Human Behavior
M1 - 107652
ER -