Why Some Shoppable Ads Persuade

Expectancy Violations and Ad Value Across Streaming TV and Social Media

Bibliographic Data

ID21340561
AuthorsAlice Ji (0009-0009-3730-8272, University of Illinois Urbana-Champaign), Michelle R Nelson (0000-0002-0915-0465, University of Illinois Urbana-Champaign), Ruiheng Sun (0009-0009-4147-4134, University of Minnesota)
Year2026
Pages1-18
Publication date2026-05-07
Open AccessNo
TypeARTICLE
VenueJournal of Advertising Research (JOURNAL)
Journal identifiersISSN: 0021-8499 • E-ISSN: 1740-1909
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00218499.2026.2654851
OpenAlexW7160519985
LanguageEN
References cited65

Shoppable ads collapse sales funnels by enabling purchases within media platforms. Guided by Expectancy Violation Theory, Study 1 interviews showed shoppable ads often violated viewers’ expectations, eliciting positive (informativeness, convenience) and negative (intrusiveness, disruption) appraisals. Study 2 introduced the MAVEN framework to test how media motivations, cognitive appraisals, and advertising value shape ad evaluations across streaming TV and social media. Shoppable ads were more unexpected and more negatively valenced overall, but more positively evaluated on streaming TV than on social media. Positive appraisal valence improved attitudes and purchase intentions, with informativeness and information-seeking motivations enhancing evaluations, particularly on social media

Expectancy theory · Life expectancy · Social media · Value (mathematics) · Consumer Market Behavior and Pricing · Digital Platforms and Economics · Media Influence and Politics

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