“…Definitions and reference Reactance Ad reactance is a situational reactance caused by the ad ( Akestam et al, 2017) Personalization reactance occurs when highly personalized messages lead consumers to feel constrained for being too identifiable or observable by the firm (White et al, 2008) Intrusiveness From the perspective of cognition, intrusiveness refers to the degree to which a person views the presentation of an advertisement as contrary to his/her goals or as disrupting his/her thought processes or task performance (Li et al, 2002). Equal to invasiveness (Celebi, 2015;Jain et al, 2018;Jung et al, 2015;Taylor et al, 2011) and goal impediment (Fan et al, 2017;Mattke et al, 2018a;Wijenayake and Pathirana, 2019;Youn and Shin, 2019) From the perspective of media content, intrusiveness is the degree to which ads in a media vehicle interrupt the flow of an editorial unit (Ha and McCann, 2008) From the perspective of privacy, intrusiveness is defined as invading an individual's solitude, including intrusion into his/her private affairs (Sipior and Ward, 1995). Equal to invasiveness (Ahn et al, 2017;Korgaonkar, 2016, 2018) Irritation Ducoffe (1995) claimed that when advertising employs tactics that annoy, offend, or insult, or that are overly manipulative, consumers perceive advertisements as irritating or invasive (Alsamydai and Khasawneh, 2013;Antoniadis et al, 2019;Siregar, 2018) Irritation is defined as provoking, annoying, displeasure and momentary impatience (Chen et al, 2018;Loureiro, 2018;Noprisson et al, 2016;Pelet et al, 2016;Thota, 2012…”