Actitud y motivación hacia la publicidad interactiva en televisión: influencia de la complejidad de la aplicación y del tipo de incentivo

Abstract

The influence that application complexity and incentive type have on users' attitude towards interactive television advertising is analyzed. Attitude is presented as an indirect indicator of motivation, a key aspect for the success of interactive communication. In the investigation, four interactive advertising applications were designed and tested in an experimental study with 111 subjects. No significant differences were found in comparisons according to level of complexity. On the other hand, it was found that the type of incentive offered might affect negatively users' attitude towards this kind of applications and their use.