Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes?

Kendall Goodrich; Shu Z. Schiller; Dennis Galletta

Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes?

Kendall Goodrich, Shu Z. Schiller, Dennis Galletta

Ed G. Smith College of Business

Research output: Contribution to journal › Article

Original language	American English
Pages (from-to)	37-50
Number of pages	14
Journal	Journal of Advertising Research
Volume	55
Issue number	1
State	Published - 2015

Access to Document

https://www.journalofadvertisingresearch.com/content/55/1/37.short

Cite this

@article{a13e9f5e885c48ce9bd770e8596f1848,

title = "Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes?",

author = "Kendall Goodrich and Schiller, \{Shu Z.\} and Dennis Galletta",

year = "2015",

language = "American English",

volume = "55",

pages = "37--50",

journal = "Journal of Advertising Research",

number = "1",

}