“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads

Purpose – This study investigates a paradox within Chinese mobile apps whereby “inductive ads, ” which employ sensor-based triggers for forced redirection, simultaneously elicit negative reactions from perceived intrusiveness and positive outcomes via enhanced brand salience. Design/methodology/approach – Employing a series of controlled experiments, we examine how inductive ads shape consumer responses along two divergent paths. We also incorporate key moderators, digital literacy and brand familiarity and explore boundary conditions arising from different app categories (entertainment app vs tool app). Findings – Results indicate that while inductive ads heighten perceived intrusiveness and can lower usage intentions, they also boost brand salience, paradoxically encouraging future engagement. Higher digital literacy intensifies negative responses, whereas lower brand familiarity augments the salience pathway. Furthermore, entertainment apps appear more conducive to forced ads than tool apps. Research limitations/implications – Although experiments mimic real-world usage scenarios, field studies and cross-cultural replications could strengthen generalizability. Additionally, future research may examine other individual differences and emerging advertising technologies to further refine our understanding of forced-exposure tactics. Practical implications – Marketers can strategically employ inductive ads by aligning them with app type, audience sophistication and brand maturity. While lesser-known brands may benefit from salience gains, established brands risk damaging trust if perceived intrusiveness overwhelms consumer tolerance. Developers and platform designers can encourage more transparent ad formats, mitigating potential backlash while preserving brand differentiation opportunities. Originality/value – By unveiling a dual-path model – showing that forced ads can trigger both psychological reactance and heightened brand accessibility – this study advances theoretical perspectives on advertising intrusiveness. It also illuminates key moderators and app-level boundary conditions, offering actionable insights for responsibly and strategically deploying novel ad formats.