Unconventional advertising communication on TV: psychological reactance or persuasion?

Banners, shared screens, animations and other unconventional advertising formats are inserted in programmes while the viewer is watching television. They appear with varying degrees of intrusiveness, generating a high level of psychological reactance (PR). The goal of this study is to provide empirical elements that allow a consideration of the extent to which this PR may interfere with achieving the goal of persuasive advertising. Firstly, we examine the relationship between PR and cognitive elements of the process involved in the awareness and recognition of non-conventional advertising formats and, subsequently, their relationship with viewers' behaviour. Findings show how the features of the format will determine the level of persuasion and how these formats, while generating a high level of PR in the viewer, do not generate a negative attitude that is in conflict with the purposes of advertising.