Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

Jae Min Jung, Hui, Hang Chu (“Michel”), Kyeong Sam Min and Drew Martin

Journal of Business Research, 2014, vol. 67, issue 6, 1303-1309

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.

Keywords: Interactive advertising; Reversal theory; Telic/paratelic user mode; Persuasion; On-line advertising; Arousal seeking tendency (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:6:p:1303-1309

DOI: 10.1016/j.jbusres.2013.03.002

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