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Keywords: Advertising reactance
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (3): 324–343.
Published: 12 June 2025
... that generate resistance in the persuasive process. The novelty of this study stems from empirically measuring the effect of CTA imperatives on advertising reactance. By integrating PRT with a physics-based analogy, the IRM offers a novel lens for understanding user resistance in digital persuasion and provides...
