An Exploratory Study on the Impact of Advertising Intrusiveness on Consumers’ Perceptions of Health Information Found on Websites

Authors

Michael Bliemel, Dalhousie UniversityFollow
Matthew Ramsay, University of TorontoFollow
Hesham Allam, Dalhousie UniversityFollow

Abstract

This exploratory research quantitatively tested the impact of inline advertisements in health websites on consumers’ perceptions of trust, satisfaction, and adoption intention of health advice, by manipulating advertisements in a mock website for varying degrees advertising intrusiveness.

Recommended Citation

Bliemel, Michael; Ramsay, Matthew; and Allam, Hesham, "An Exploratory Study on the Impact of Advertising Intrusiveness on Consumers’ Perceptions of Health Information Found on Websites" (2010). SIGHCI 2010 Proceedings. 2.
https://aisel.aisnet.org/sighci2010/2