The Effect of Incentive Type and Sex on Attitudes towards Interactive Television Advertising

Abstract

An experiment was carried out to test the effect of incentive type and sex on users' attitudes towards interactive television advertising. One hundred eleven subjects interacted with an application that offered either a free sample or a request for further information. The interaction between incentive type and sex was significant. In particular, women presented more negative attitudes than men when a free sample was offered. Implications for interactive advertising effectiveness are discussed.