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The Impact of Video Advertisement Placement and Video Advertisement Transparency on Video Advertisement Avoidance: Pre-Rolls, Mid-Rolls, and Psychological Reactance

CARLITZ, ADAM
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1594903640715315

Abstract Details

2020, Doctor of Philosophy (PhD), Ohio University, Experimental Psychology (Arts and Sciences).
Pre-roll and mid-roll video advertisements (i.e., those that appear before and during some video content, respectively) are becoming increasingly common on social media platforms. However, the scientific community knows relatively little about these video advertisement placements and their impact on video advertisement avoidance. We conducted two experiments (Pilot Study and Study 1) in which we predicted those considering or watching mid-roll video advertisements would exhibit greater video advertisement avoidance than would those considering or watching pre-roll video advertisements. We found partial support for the relationship between video advertisement placement and video advertisement avoidance (Pilot Study, though not Study 1); both studies found psychological reactance (i.e., the extent to which individuals are motivated to regain control when they perceive a threat to their autonomy) mediated the relationship between video advertisement placement ad video advertisement avoidance. Video advertisement transparency (i.e., whether some advertiser or platform informs its viewers of a forthcoming video advertisement) did not influence video advertisement avoidance nor did it moderate the mediation mentioned above (Study 1). We discuss these results and provide recommendations for future research.
Kimberly Rios, PhD (Advisor)
Ronaldo Vigo, PhD (Advisor)
137 p.
Cognitive Psychology; Communication; Marketing; Psychology; Social Psychology
Video Advertising; Advertising; Psychology; Psychology of Advertising; Pre-Roll; Mid-Roll; Advertisement; Placement; Transparency; Reactance; Psychological Reactance; State Psychological Reactance; Advertisement Avoidance

Recommended Citations

Citations

  • CARLITZ, A. (2020). The Impact of Video Advertisement Placement and Video Advertisement Transparency on Video Advertisement Avoidance: Pre-Rolls, Mid-Rolls, and Psychological Reactance [Doctoral dissertation, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1594903640715315

    APA Style (7th edition)

  • CARLITZ, ADAM. The Impact of Video Advertisement Placement and Video Advertisement Transparency on Video Advertisement Avoidance: Pre-Rolls, Mid-Rolls, and Psychological Reactance. 2020. Ohio University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1594903640715315.

    MLA Style (8th edition)

  • CARLITZ, ADAM. "The Impact of Video Advertisement Placement and Video Advertisement Transparency on Video Advertisement Avoidance: Pre-Rolls, Mid-Rolls, and Psychological Reactance." Doctoral dissertation, Ohio University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1594903640715315

    Chicago Manual of Style (17th edition)

ohiou1594903640715315
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© 2020, some rights reserved.Creative Commons License The Impact of Video Advertisement Placement and Video Advertisement Transparency on Video Advertisement Avoidance: Pre-Rolls, Mid-Rolls, and Psychological Reactance by ADAM CARLITZ is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by Ohio University and OhioLINK.