{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/116029"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/116029","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Exploring the role of control in digital advertising effectiveness","abstract":"Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2024-08-01","abstract_html":"Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2024-08-01","abstract_has_math":false,"creators":["Hu, Xiaohan"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"Ph.D.","degree_level":"Dissertation","degree_discipline":"Communications and Media","degree_department":null,"school":null,"contributors":["Wise, Kevin","Yao, Mike","Duff, Brittany","Buetti, Simona"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2022,"date_issued":"2022-08","date_published":"2022-08","updated_at":"2026-07-22T22:24:55Z","subjects":["Perceived control","User control","Personalization","Advertising effects","Eye tracking"],"languages":["en","eng"],"rights":["Copyright 2022 Xiaohan Hu"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/2142/116029","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Wise, Kevin","Yao, Mike","Duff, Brittany","Buetti, Simona"]},{"key":"dc:creator","label":"Author","values":["Hu, Xiaohan"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2022-08","2022-06-14"]},{"key":"dc:type","label":"Dc Type","values":["text","Thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communications and Media"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Dissertation"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Ph.D."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Perceived control","User control","Personalization","Advertising effects","Eye tracking"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en","eng"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2022 Xiaohan Hu"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://hdl.handle.net/2142/116029"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2024-08-01","The student, Xiaohan Hu, accepted the attached license on 2022-06-10 at 12:21.","The student, Xiaohan Hu, submitted this Dissertation for approval on 2022-06-10 at 12:22.","This Dissertation was approved for publication on 2022-06-14 at 11:51.","DSpace SAF Submission Ingestion Package generated from Vireo submission #18070 on 2022-11-15 at 19:16:19","Media technologies have changed how we process media information by enabling more interactive and relevant communication processes. Today media communication are primarily shaped by both user control, where the media users actively choose and determine their media experience, and system control, where the media technologies and the underlying algorithms automatically generate and push relevant information to users. Understanding how both these processes influence media users’ perceptions and responses to media messages is thus an important yet relatively unexplored topic in digital media and communication research. This study explores how ad choice, representing self-controlled advertising communication, and ad personalization, representing system-controlled advertising communication, influence media users’ responses, including perceived control, ad attitude, and visual attention. Findings from an experiment showed that having ad choice in determining which ad to view enhanced media users’ perceived control, which positively influenced attitude toward the ad. While the effect of ad choice on visual attention was not significant, ad personalization was found to increase visual attention. Results also showed that ad choice could significantly affect media users’ perceived personalization, which enhanced both ad attitude and visual attention. Theoretical and managerial implications of these findings are discussed."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Exploring the role of control in digital advertising effectiveness"]}]}],"canonical_facts":{"dc:contributor":["Wise, Kevin","Yao, Mike","Duff, Brittany","Buetti, Simona"],"dc:creator":["Hu, Xiaohan"],"dc:date":["2022-08","2022-06-14"],"dc:description":["Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2024-08-01","The student, Xiaohan Hu, accepted the attached license on 2022-06-10 at 12:21.","The student, Xiaohan Hu, submitted this Dissertation for approval on 2022-06-10 at 12:22.","This Dissertation was approved for publication on 2022-06-14 at 11:51.","DSpace SAF Submission Ingestion Package generated from Vireo submission #18070 on 2022-11-15 at 19:16:19","Media technologies have changed how we process media information by enabling more interactive and relevant communication processes. Today media communication are primarily shaped by both user control, where the media users actively choose and determine their media experience, and system control, where the media technologies and the underlying algorithms automatically generate and push relevant information to users. Understanding how both these processes influence media users’ perceptions and responses to media messages is thus an important yet relatively unexplored topic in digital media and communication research. This study explores how ad choice, representing self-controlled advertising communication, and ad personalization, representing system-controlled advertising communication, influence media users’ responses, including perceived control, ad attitude, and visual attention. Findings from an experiment showed that having ad choice in determining which ad to view enhanced media users’ perceived control, which positively influenced attitude toward the ad. While the effect of ad choice on visual attention was not significant, ad personalization was found to increase visual attention. Results also showed that ad choice could significantly affect media users’ perceived personalization, which enhanced both ad attitude and visual attention. Theoretical and managerial implications of these findings are discussed."],"dc:format":["application/pdf"],"dc:identifier":["https://hdl.handle.net/2142/116029"],"dc:language":["en","eng"],"dc:rights":["Copyright 2022 Xiaohan Hu"],"dc:subject":["Perceived control","User control","Personalization","Advertising effects","Eye tracking"],"dc:title":["Exploring the role of control in digital advertising effectiveness"],"dc:type":["text","Thesis"],"thesis:degree_discipline":["Communications and Media"],"thesis:degree_level":["Dissertation"],"thesis:degree_name":["Ph.D."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:24:55Z"}