Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1017035 | Journal of Business Research | 2014 | 7 Pages |
Abstract
Drawing on reversal theory (Apter, 2007), the current research proposes that internet users' metamotivational state (telic vs. paratelic) determines advertising interactivity's effectiveness. An online field experiment involving 141 Facebook and Twitter users tests this proposition. Research findings support telic state consumers form more positive attitudes toward a low-level interactive ad, whereas paratelic state consumers form more positive attitudes toward a high-level interactive ad. Further, this research shows that an arousal seeking tendency mediates the metamotivational state's impact on ad attitude.
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Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Jae Min Jung, Hang Chu (“Michel”) Hui, Kyeong Sam Min, Drew Martin,