Online Advertisement as Irritation

According to Wells et al., (1971), It has been conceptualized that Irritation is one of the six dimensions of personal
reactions to advertising. According to Aaker & Bruzzone (1895), it is viewed that irritation is more negative than mere
dislike for advertisement, and the response of irritation to commercials is exemplified by the dimensions of frustrating,
silly, pointless and phony among others, stated by Aaker and Stayman (1990). Stated by Aaker & Bruzzone (1985) in one
of the pioneer, they studied Irritation based on the product category and consumer segmentation indicators such as
demographics and socioeconomic class.

According to Zhang (2000), Advertisers adopt intrusive tactics for getting consumer attention and interest, but the
communication effort ends up being perceived as annoying that’s why most of the time, these methods do not work.

Stated by Aaker & Bruzzone (1985), Bauer & Greyser (1968), When Ads contain untruthful or confusing content or are
executed poorly, irritation occurs.

According also to Ducoffe (1996); Brackett & Carr (2001), despite interactive element, the digital advertisement evokes
certain level of irritation for consumers. Irritation has a negative impact on the perception towards digital advertising
stated by Ducoffe (1996). Due to increase in the “push” technology in digital advertisements such as pop-ups, skycrapers
and email ads among others, irritation occurs. These push ads are increasing the consumers’ feeling of discontent
towards digital advertising.

References:

Aaker, D. A. & Bruzzone, D. E. (1985). Causes of Irritation in Advertising. Journal of Marketing, 49, 47-57. Retrieved from
https://www.jstor.org/stable/1251564?seq=1#page_scan_tab_contents

Aaker, D. A. & Stayman, D. M. (1990). Measuring audience perceptions of commercials and relating them to ad impact.
Journal of Advertising Research, 30(4), 7-17. Retrieved from
https://www.researchgate.net/publication/232568399_Measuring_Audience_Perceptions_of_Commercials_and_Relati
ng_Them_to_Ad_Impact

Bauer & Greyser, (1968). Advertising in America: The consumer view. Boston: Harvard University, 1968. Retrieved from
https://www.jstor.org/stable/1287358?seq=1#page_scan_tab_contents

Brackett, L. & Carr, B. (2001). Cyberspace advertising vs other media: Consumer vs mature student attitudes. Journal of
advertising research, 23-32. Retrieved from
https://www.researchgate.net/publication/279704496_Cyberspace_Advertising_vs_Other_Media_Consumer_vs_Matur
e_Student_Attitudes

Ducoffe, R. H. (1996). How consumers assess the value of advertising. Journal of current issues and research in
advertising. 17, 1, 1-18. Retrieved from
https://www.researchgate.net/publication/233232923_How_Consumers_Assess_the_Value_of_Advertising

Zhang, P. (2000). The effect of animation on information seeking performance on the world wide web: securing
attention or interfering with primary tasks. Journal of association for information systems (JAIS), 1, 1, 2000. Retrieved
from
https://www.researchgate.net/publication/220580405_The_Effects_of_Animation_on_Information_Seeking_Performan
ce_on_the_World_Wide_Web_Securing_Attention_or_Interfering_with_Primary_Tasks