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

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

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.

Suggested Citation

  • Jung, Jae Min & Hui, Hang Chu (“Michel”) & Min, Kyeong Sam & Martin, Drew, 2014. "Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective," Journal of Business Research, Elsevier, vol. 67(6), pages 1303-1309.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:6:p:1303-1309
    DOI: 10.1016/j.jbusres.2013.03.002
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    References listed on IDEAS

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