Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective |
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| Authors: | Jae Min Jung Hang Chu Hui Kyeong Sam Min Drew Martin |
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| Institution: | 1. College of Business Administration, California State Polytechnic University at Pomona, 3801 West Temple Boulevard, Pomona, CA 91768, United States;2. Dragon Models USA, 1315 John Reed Court, City of Industry, CA 91745, United States;3. College of Business Administration, University of New Orleans, 2000 Lakeshore Drive, New Orleans, LA 70148, United States;4. College of Business and Economics, University of Hawaii at Hilo, 200 West Kawili Street, Hilo, HI 96720, United States |
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| 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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| Keywords: | Interactive advertising Reversal theory Telic/paratelic user mode Persuasion On-line advertising Arousal seeking tendency |
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