The variable intrusiveness was represented by 4 exogenous variables- obtrusiveness, intrusiveness, invasiveness, interference, and distraction . The quasi-experimental research was done involving students in an Arabic university to measure these variables. The experiment was done by showing a video clip to the respondents where a disruptive ad pops up randomly. After watching the video, the respondents were asked to answer a questionnaire developed specifically for this reason.
The researchers subjected the data through exploratory factor analysis and a two-stage confirmatory factor analysis before arriving at a hypothesized model. Interestingly, it was found out that the respondent's attitude towards a disruptive advertisement has a weak association with both their behavior towards them and brand preference. A significant association, however, was seen between behavior and brand preference.
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