Playable ads in the context of psychological reactance theory

This study examines the psychological effects of playable ads, an innovative format in digital advertising, on user perceptions within the framework of the Psychological Reactance Theory. The research focuses on understanding the relationships between perceived control, freedom threat, emotional responses (instant anger), and cognitive resistance. Data collected from 593 participants through an online survey were analyzed using structural equation modeling (SEM). Psychological Reactance Theory explains individuals' tendency to experience discomfort and develop emotional and cognitive counter-reactions when their freedom is perceived to be threatened. The findings reveal that the perception of a freedom threat significantly increases instant anger (β = +0.74), leading to discomfort and negative emotions. Additionally, freedom threat was found to meaningfully enhance cognitive resistance behaviors, such as questioning, criticizing, and perceiving the advertisement as manipulative (β = +0.35). However, perceived control exhibited a positive relationship with freedom threat (β = +0.10), indicating that control perception does not always mitigate the sense of threat. Furthermore, perceived control unexpectedly increased cognitive resistance behaviors (β = +0.28), suggesting that a superficial sense of control may trigger perceptions of manipulation. This study highlights the critical importance of balancing control and freedom perceptions in the design of playable ads. Advertising designs that support users' sense of freedom may enhance ad effectiveness while reducing negative reactions. In conclusion, the research underscores the need to consider not only technical but also psychological dimensions in digital advertising strategies.