The research aimed to determine the moderating effect of advertisement (ad) length on the relationships between ad content and the intention of skipping, as well as ad irritation. Previous research has discussed the factors that affect customers' intention of skipping and ad irritation, centering around the duration of an ad, and whether the ad is skippable. However, no previous research had focused on the relationship between the intention of skipping and ad irritation that consumers experience. The research attempted to fill in the lacuna in the academic literature on the said issue. In doing so, it examined consumers' responses towards the consumers' intention of ad-skipping and irritation. The experimental research utilized four video ads with varying durations and containing both entertaining and boring content, with long and short ad length. The research sample comprised 120 respondents spend at least more than 1 hour online. The research employed convenience sampling and the method of Univariate Analysis of Variance Linear Model. IBM SPSS Statistics was used for data analysis. The results reveal that the content and length of an online video ad have a direct effect on consumers' ad irritation and intention of skipping. The research concludes that the perceived entertainment of an online video ad significantly affects consumers' intention of skipping and ad irritation. Furthermore, the length of video ads has a major impact on their intention of skipping and ad irritation.

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Abstract. Along with the rapid economic growth in Indonesia, high buying power led to significant emergence of new-comers brand in retail market. Bottled tea business that used to dominated by two brands, now become highly competitive with more than 20 brands in the market, also an increase in chocolate consumption by more than 25 percent per year making chocolate display in supermarkets become remarkably widespread. This is challenge for manufacturers and retailers to develop strategy to gain maximum profit. This research aims to analyze the effect of display's visual complexity on consumers evaluation process and purchase intention. This research also analyzes the effect of consumer field dependence and shopping goal on perceived target attractiveness. This research consists of 3 experimental studies, each in ANOVA 2x2. Study 1 analyze abstract stimuli, study 2 analyze real product and study 3 complements with eye tracking data. The results prove that the more complex is the product's display, the more product target attractiveness will be rated lower, especially for utilitarian customer with field dependent character. Keywords: Package, processing fluency, purchase intention, retail, visual complexity

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