Proposed advertising theories for future research in in-app advertising
| Theory | Description | Future research |
|---|---|---|
| Interactive Advertising Model | Information processing is related to the function of the consumer-controlled aspects of the internet and the advertiser-controlled aspects like ad structures (Rodgers and Thorson, 2000) | The theory can help examine the array of responses that result from the encounter of consumer-controlled and advertiser-controlled aspects of in-app advertising and their influence on information processing and consumer responses |
| Perceptual Load Theory | The success or failure of selective attention is dependent on the processing demands of the current task (Lavie et al., 2004) | The theory can help investigate the degree to which distractors (in-app advertisements) are processed during high and low perceptual loads |
| Media Engagement Framework | Engagement is conceptualized not as a behavior but as a motivational experience (Calder and Malthouse, 2009) | The theory can help explain the impact of in-app advertising on mobile apps based on the different app types and their engagement experience |
| Theory of Interactive Media Effects | The level of interactivity in the medium determines the type and strength of the media’s effects (Sundar et al., 2015) | The theory can aid researchers describe the positive, as well as negative effects, of various forms of in-app advertisements |
| Psychological Reactance Theory | When an individual’s freedom is threatened, they experience psychological reactance, which is a motivational state that drives freedom restoration (Brehm, 1966) | The psychological reactance due to in-app advertisements and their impact on mobile app usage can be studied using the theory |
| Theory | Description | Future research |
|---|---|---|
| Interactive Advertising Model | Information processing is related to the function of the consumer-controlled aspects of the internet and the advertiser-controlled aspects like ad structures ( | The theory can help examine the array of responses that result from the encounter of consumer-controlled and advertiser-controlled aspects of in-app advertising and their influence on information processing and consumer responses |
| Perceptual Load Theory | The success or failure of selective attention is dependent on the processing demands of the current task ( | The theory can help investigate the degree to which distractors (in-app advertisements) are processed during high and low perceptual loads |
| Media Engagement Framework | Engagement is conceptualized not as a behavior but as a motivational experience ( | The theory can help explain the impact of in-app advertising on mobile apps based on the different app types and their engagement experience |
| Theory of Interactive Media Effects | The level of interactivity in the medium determines the type and strength of the media’s effects ( | The theory can aid researchers describe the positive, as well as negative effects, of various forms of in-app advertisements |
| Psychological Reactance Theory | When an individual’s freedom is threatened, they experience psychological reactance, which is a motivational state that drives freedom restoration ( | The psychological reactance due to in-app advertisements and their impact on mobile app usage can be studied using the theory |
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