Intrusive digital advertising : from control to resistance ?

Abstract

National audienceMobile digital advertising is now accounting for half of advertising investments. However ad intrusiveness seems to induce resistance behaviors from users. Our research analyzes the relationships between intrusion, perceived control and resistance in a context of exposure to display mobile advertising. A qualitative study confirms the multi-dimensionality of the perceived control concept as well as the occurrence of resistance behaviors due to a user lack of control. The reinforcement of the Internet users' data protection by public authorities makes it necessary to deepen the work on understanding the role of control in the users' acceptance of display mobile ads