Examining the Effects of Varying Levels of Consumer Control over Advertising Intrusiveness on the Advertising Brand

This thesis examines the effects of consumer control over advertising intrusiveness on the advertising brand across two intrusive advertisement types: banner and pop-up advertisements. In study one, a conceptualisation of advertising intrusiveness is developed. In study two, it is identified that a mechanism- a countdown- can be utilised to overcome an inconsistency in brand preference and memory outcomes, leading to more positive effects for the brand for intrusive banner advertisements. It is also identified that a perceived level of control can be used, but is not imperative, to produce optimal brand outcomes for intrusive pop-up advertisements.