Measuring the Intrusiveness of Advertisements: Scale Development and Validation

By Hairong Li, Steven M. Edwards, Joo-Hyun Lee. 2002

753 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/f5cfe49e4648b6edff8cd99e39f8bc282002e97f

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Citations in the corpus

Gamification and Mobile Marketing Effectiveness (2016, neutral): “Ads in mobile games are generally considered intrusive because they draw attention away from the purposeful act of gaming (Li, Edwards, and Lee 2002; Truong !”
How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention (2021, background): “Although personalized advertising may have a positive impact on consumer responses by increasing its perceived personal relevance, it might also be perceived as more intrusive (Li, Edwards, and Lee 2002), which could prevent consumers from processing the ad (Morimoto and Chang 2006).”
Consumer Reactions to Intrusiveness Of Online-Video Advertisements (2015, methodology): “Internet advertisements that interrupt flow, such as “pop-up” advertisements, are perceived to be more intrusive as compared with other media advertisements (Cho and Cheon, 2004; Li et al., 2002).”
Missing the Mark (2011, neutral): “Li, Edwards, and Lee (2002) also found that perceived intrusiveness leads viewers to avoid ads.”
ARE UNCLICKED ADS WASTED? ENDURING EFFECTS OF BANNER AND POP-UP AD EXPOSURES ON BRAND MEMORY AND ATTITUDES (2008, background): “Hence interruption in browsing activity by pop-up ads can result in negative response such ad avoidance as feelings of irritation towards the ad stimulus [Li et al. 2002; Edwards et al. 2002] and lower brand attitudes compared to banner ads. Chattopadhyay and Nedungadi [1992] found that under low-in”
Consumers’ Attitudes Toward Unsolicited Commercial E-mail and Postal Direct Mail Marketing Methods (2006, methodology): “…advertised products, ad intrusiveness, and perceived loss of control in one's behavior (Aaker and Bruzzone 1985; Aaker and Norris 1982; De Pelsmacker and Van den Bergh 1998; Edwards, Li, and Lee 2002; Fennis and Bakker 2001; Fritz 1979; Ha 1996; Li, Edwards, and Lee 2002; Stayman and Aaker 1988).”
Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization (2019, background): “Also, it can be a useful concept in explaining how negative feelings arise from some advertisements (Li, Edwards, & Lee, 2002).”
Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance (2019, background): “These themes are aligned with the findings of prior studies that examined different forms of interruptive online ads (e.g. Cho and Cheon 2004; Li et al. 2002).”
WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET? (2004, background): “Consumers are more likely to be goal-directed when they use the Internet, and Internet ads are perceived to be more intrusive when compared with other media ads (Li, Edwards, and Lee 2002).”