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CyberPsychology & Behavior
Does It Really Matter That People Zip through Ads? Testing the Effectiveness of Simultaneous Presentation Advertising in an IDTV Environment
To cite this article:
Yoonjae Nam, Kyonghee H. Kwon, Sungjoon Lee.
CyberPsychology & Behavior.
-Not available-,
ahead of print.
doi:10.1089/cpb.2009.0115.
Online Ahead of Print: November 3, 2009
Yoonjae Nam, M.A.,1 Kyonghee H. Kwon, M.A.,1 and Sungjoon Lee, Ph.D.2,3 1Department of Communication, State University of New York, University at Buffalo, Buffalo, New York. 2Graduate School of Information, Yonsei University, Seoul, Korea. 3Communications Policy Research Center (CPRC), Seoul, Korea. Address correspondence to: Yoonjae Nam Department of Communication State University of New York, University at Buffalo359 Baldy Hall Buffalo, NY 14260 E-mail: Abstract In an IDTV environment, which facilitates self-scheduling, skipping advertisements by zipping is an emerging ad-avoidance behavior. This study explores whether an alternative ad format, called simultaneous presentation advertising (SPA), may overcome the limitations of classical sequential advertising (CSA) in controlling zipping behavior and increasing the effectiveness of ads. The experiment revealed that SPA is more effective than CSA in reducing zipping and increasing recall, but SPA was more intrusive and produced a negative product image. There was no difference regarding cognitive avoidance. This work discusses the implications of these findings in the interactive media environment.
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