How do mobile app users react to embedded advertising? A perspective from psychological reactance theory

Kit Hong Wong, Hsin Hsin Chang, You-Hung Lin and Szu Yu Lin

Behaviour and Information Technology, 2025, vol. 44, issue 7, 1457-1474

Abstract: This study investigated the effects of in-app advertisements (in-app ads) on user responses based on psychological reactance theory. Three types of in-app ads were categorised: banners, pop-up graphics and pop-up video clips. The study also examined the moderating effect of prior negative experiences on the relationship between in-app ad appearance and advertising clutter and in-app ad appearance and advertising scepticism. A total of 1,343 valid questionnaires were collected for each type of in-app ad. Structural equation modelling (SEM) analysis revealed that the duration and frequency of different ads had distinct effects on users' negative psychological reactance, leading to behaviours of ignoring and resisting the ads. Moreover, advertising clutter not only positively influenced advertising scepticism but also increased advertising avoidance, subsequently impacting both the tendency to ignore and resist the advertised content. Prior negative experiences played a moderating role in the banner and pop-up graphic ad models. In conclusion, this study recommends that app developers avoid overwhelming sensory stimulation when displaying ads to reduce the complexity of visual perception. Improving content innovation can help minimise users perceiving the ads as obtrusive. Furthermore, emphasising the relevance of advertisements by integrating them effectively with app functions can increase user ad acceptance.

Date: 2025
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DOI: 10.1080/0144929X.2024.2359644

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