Predictive Factors of Attitude towards Online Disruptive Advertising

Abstract

By leveraging knowledge of subconsciousness seducing technique combined with building algorithms capable of analyzing internet users' needs as well as providing relevant information, disruptive ads that appear abruptly (in terms of the timing, placement, and method of ending/closing the content) in web pages and mobile applications are accepted as a quality effective means of consumer persuasion. This present study proposed uncertainty avoidance, perceived usefulness, and openness personality trait as the predictors of attitude towards online disruptive advertising. Participants of this study were 137 Indonesian internet users (75 males, 62 females, Mage = 23.02 years old, SDage = 3.367 years). Multiple linear regression analysis showed that only perceived usefulness and openness personality trait are able to predict the attitude, i.e. in positive directions. The uncertainty-certainty paradoxes contained in disruptive advertising are discussed to understand the psychological dynamics involved in a facet of the attitude ambiguity.

Keywords: Disruptive Advertising, Online Behavior, Openness Trait, Uncertainty Avoidance, Consumer Behavior