{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,7]],"date-time":"2026-03-07T02:09:04Z","timestamp":1772849344906,"version":"3.50.1"},"reference-count":52,"publisher":"Association for Computing Machinery (ACM)","issue":"3","license":[{"start":{"date-parts":[[2025,2,25]],"date-time":"2025-02-25T00:00:00Z","timestamp":1740441600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["dl.acm.org"],"crossmark-restriction":true},"short-container-title":["ACM Trans. Inf. Syst."],"published-print":{"date-parts":[[2025,5,31]]},"abstract":"<jats:p>\n            Unscrupulous advertisers may try to increase attention to search ads by using offensive ads, which can increase attention and recall to the detriment of individuals and society. Here, we investigate whether offensive ads, when shown to search engine users, have such effects. We developed 12 search scenarios and created 4 versions of the search results page (SERP) for each scenario, where some of the ads were changed to be irrelevant and\/or offensive. Crowdsourced judges found a strong correlation (\n            <jats:inline-formula content-type=\"math\/tex\">\n              <jats:tex-math notation=\"LaTeX\" version=\"MathJax\">\\(\\geq 0.63\\)<\/jats:tex-math>\n            <\/jats:inline-formula>\n            ) between the reported number of annoying ads and the actual number of offensive and irrelevant ads, suggesting people conflate these attributes. Furthermore, we found that judges who assessed the SERPs for themselves reported lower positive affect and higher negative affect than judges asked to imagine the results were provided to someone else. In the latter case offensive ads also lead to slightly lower positive (\n            <jats:inline-formula content-type=\"math\/tex\">\n              <jats:tex-math notation=\"LaTeX\" version=\"MathJax\">\\(-4\\%\\)<\/jats:tex-math>\n            <\/jats:inline-formula>\n            ) and higher negative affect (\n            <jats:inline-formula content-type=\"math\/tex\">\n              <jats:tex-math notation=\"LaTeX\" version=\"MathJax\">\\(+61\\%\\)<\/jats:tex-math>\n            <\/jats:inline-formula>\n            ). Finally, in a recall test, only 6% of judges reported seeing an offensive ad when using search engines. Our work should further detract advertisers from using offensive ads since, in addition to previously documented adverse effects, such ads have a small but statistically significant negative effect on people\u2019s emotional experience.\n          <\/jats:p>","DOI":"10.1145\/3704438","type":"journal-article","created":{"date-parts":[[2024,12,18]],"date-time":"2024-12-18T08:55:21Z","timestamp":1734512121000},"page":"1-22","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":1,"title":["The In-Situ Effect of Offensive Ads on Search Engine Users"],"prefix":"10.1145","volume":"43","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2380-4584","authenticated-orcid":false,"given":"Elad","family":"Yom-Tov","sequence":"first","affiliation":[{"name":"Faculty of Exact Sciences, Bar-Ilan University, Ramat Gan, Israel"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9692-4555","authenticated-orcid":false,"given":"Liat","family":"Levontin","sequence":"additional","affiliation":[{"name":"Industrial Engineering and Management, Technion Israel Institute of Technology, Haifa, Israel"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2025,2,25]]},"reference":[{"key":"e_1_3_2_2_2","unstructured":"2019. Statista: Global No.1 business data platform. Retrieved from https:\/\/www.statista.com\/outlook\/219\/109\/search-advertising\/united-states"},{"key":"e_1_3_2_3_2","doi-asserted-by":"publisher","DOI":"10.1177\/002224298504900204"},{"key":"e_1_3_2_4_2","doi-asserted-by":"crossref","first-page":"325","DOI":"10.1007\/978-981-33-4183-8_26","volume-title":"Marketing and Smart Technologies","author":"Aliyeva Nazrin","year":"2021","unstructured":"Nazrin Aliyeva and Vaida Kadu\u0161kevi\u010di\u016bt\u0117. 2021. Which is more shocking: Investigation of improper and morally offensive communication. In Marketing and Smart Technologies. \u00c1lvaro Rocha, Jos\u00e9 Lu\u00eds Reis, Marc K. Peter, Ricardo Cayolla, Sandra Loureiro, Zorica Bogdanovi\u0107 (Eds.), Springer, 325\u2013335."},{"issue":"3","key":"e_1_3_2_5_2","doi-asserted-by":"crossref","first-page":"61","DOI":"10.1080\/00913367.1990.10673193","article-title":"An exploratory investigation into the nature of offensive television advertising","volume":"19","author":"Barnes James H.","year":"1990","unstructured":"James H. Barnes Jr and Michael J. Dotson. 1990. An exploratory investigation into the nature of offensive television advertising. Journal of Advertising 19, 3 (1990), 61\u201369.","journal-title":"Journal of Advertising"},{"issue":"5","key":"e_1_3_2_6_2","doi-asserted-by":"crossref","first-page":"13","DOI":"10.1016\/0007-6813(91)90040-3","article-title":"Sex and decency issues in advertising: General and International dimensions","volume":"34","author":"Boddewyn Jean J.","year":"1991","unstructured":"Jean J. Boddewyn and Heidi Kunz. 1991. Sex and decency issues in advertising: General and International dimensions. Business Horizons 34, 5 (1991), 13\u201321.","journal-title":"Business Horizons"},{"key":"e_1_3_2_7_2","doi-asserted-by":"publisher","DOI":"10.1145\/1121112.1121116"},{"key":"e_1_3_2_8_2","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1145\/1835449.1835459","volume-title":"Proceedings of the 33rd International ACM SIGIR Conference on Research and Development in Information Retrieval","author":"Buscher Georg","year":"2010","unstructured":"Georg Buscher, Susan T. Dumais, and Edward Cutrell. 2010. The good, the bad, and the random: An eye-tracking study of ad quality in web search. In Proceedings of the 33rd International ACM SIGIR Conference on Research and Development in Information Retrieval, 42\u201349."},{"key":"e_1_3_2_9_2","doi-asserted-by":"publisher","DOI":"10.5555\/1855038"},{"issue":"5","key":"e_1_3_2_10_2","doi-asserted-by":"crossref","first-page":"606","DOI":"10.1108\/02651330710828013","article-title":"Consumers\u2019 response to offensive advertising: A cross cultural study","volume":"24","author":"Chan Kara","year":"2007","unstructured":"Kara Chan, Lyann Li, Sandra Diehl, and Ralf Terlutter. 2007. Consumers\u2019 response to offensive advertising: A cross cultural study. International Marketing Review 24, 5 (2007), 606\u2013628.","journal-title":"International Marketing Review"},{"issue":"4","key":"e_1_3_2_11_2","doi-asserted-by":"crossref","first-page":"271","DOI":"10.1080\/13527260802141272","article-title":"The influence of advertising context on perceptions of offense","volume":"14","author":"Christy Timothy P.","year":"2008","unstructured":"Timothy P. Christy and Eric Haley. 2008. The influence of advertising context on perceptions of offense. Journal of Marketing Communications 14, 4 (2008), 271\u2013291.","journal-title":"Journal of Marketing Communications"},{"issue":"6","key":"e_1_3_2_12_2","doi-asserted-by":"crossref","first-page":"1373","DOI":"10.1111\/cobi.13624","article-title":"Promoting meaningful and positive nature interactions for visitors to green spaces","volume":"34","author":"Coll\u00e9ony Agathe","year":"2020","unstructured":"Agathe Coll\u00e9ony, Liat Levontin, and Assaf Shwartz. 2020. Promoting meaningful and positive nature interactions for visitors to green spaces. Conservation Biology 34, 6 (2020), 1373\u20131382.","journal-title":"Conservation Biology"},{"issue":"3","key":"e_1_3_2_13_2","first-page":"268","article-title":"Does it pay to shock? Reactions to shocking and nonshocking advertising content among university students","volume":"43","author":"Dahl Darren W.","year":"2003","unstructured":"Darren W. Dahl, Kristina D. Frankenberger, and Rajesh V. Manchanda. 2003. Does it pay to shock? Reactions to shocking and nonshocking advertising content among university students. Journal of Advertising Research 43, 3 (2003), 268\u2013280.","journal-title":"Journal of Advertising Research"},{"issue":"2","key":"e_1_3_2_14_2","doi-asserted-by":"crossref","first-page":"197","DOI":"10.1016\/j.jcps.2012.09.002","article-title":"Giving from a distance: Putting the charitable organization at the center of the donation appeal","volume":"23","author":"Ein-Gar Danit","year":"2013","unstructured":"Danit Ein-Gar and Liat Levontin. 2013. Giving from a distance: Putting the charitable organization at the center of the donation appeal. Journal of Consumer Psychology 23, 2 (2013), 197\u2013211.","journal-title":"Journal of Consumer Psychology"},{"issue":"3","key":"e_1_3_2_15_2","doi-asserted-by":"crossref","first-page":"256","DOI":"10.1080\/00913367.2013.857621","article-title":"Gender roles and humor in advertising: The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness","volume":"43","author":"Eisend Martin","year":"2014","unstructured":"Martin Eisend, Julia Plagemann, and Julia Sollwedel. 2014. Gender roles and humor in advertising: The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness. Journal of Advertising 43, 3 (2014), 256\u2013273.","journal-title":"Journal of Advertising"},{"key":"e_1_3_2_16_2","doi-asserted-by":"publisher","DOI":"10.1145\/3406522.3446024"},{"key":"e_1_3_2_17_2","doi-asserted-by":"crossref","unstructured":"Enav Friedmann Eliran Solodoha and Dorit Efrat Treister. 2020. Does it pay to offend? Short-and long-term responses to offensive ads. (2020).","DOI":"10.21203\/rs.3.rs-54289\/v1"},{"key":"e_1_3_2_18_2","doi-asserted-by":"publisher","DOI":"10.1007\/s11116-018-9962-8"},{"key":"e_1_3_2_19_2","doi-asserted-by":"publisher","DOI":"10.1145\/3411764.3446863"},{"key":"e_1_3_2_20_2","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.13.0439"},{"key":"e_1_3_2_21_2","doi-asserted-by":"publisher","DOI":"10.1002\/eat.10005"},{"issue":"7","key":"e_1_3_2_22_2","doi-asserted-by":"crossref","first-page":"1448","DOI":"10.1108\/EJM-09-2014-0597","article-title":"Controversial advertising: Transgressing the taboo of gender-based violence","volume":"50","author":"Gurrieri Lauren","year":"2016","unstructured":"Lauren Gurrieri, Jan Brace-Govan, and Helene Cherrier. 2016. Controversial advertising: Transgressing the taboo of gender-based violence. European Journal of Marketing 50, 7\/8 (2016), 1448\u20131469.","journal-title":"European Journal of Marketing"},{"key":"e_1_3_2_23_2","doi-asserted-by":"publisher","DOI":"10.1148\/radiology.143.1.7063747"},{"key":"e_1_3_2_24_2","first-page":"12","article-title":"What users see\u2013structures in search engine results pages","volume":"179","author":"H\u00f6chst\u00f6tter Nadine","year":"2009","unstructured":"Nadine H\u00f6chst\u00f6tter and Dirk Lewandowski. 2009. What users see\u2013structures in search engine results pages. Information Sciences 179, 12 (2009), 1796\u20131812.","journal-title":"Information Sciences"},{"key":"e_1_3_2_25_2","doi-asserted-by":"publisher","DOI":"10.1145\/1232722.1232725"},{"key":"e_1_3_2_26_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.dss.2007.02.009"},{"key":"e_1_3_2_27_2","first-page":"85","article-title":"Sex-role stereotyping and sex discrimination regulation in advertising: The Belgian case","author":"Janssens Yaiza","year":"2016","unstructured":"Yaiza Janssens. 2016. Sex-role stereotyping and sex discrimination regulation in advertising: The Belgian case. In Gender in Focus: (New) Trends in Media. Carla Cerqueira, Rosa Cabecinhas, and Sara I. Magalh\u00e3es (Eds.), CECS-Centro de Estudos de Comunica\u00e7\u00e3o e Sociedade, 85\u2013101.","journal-title":"Gender in Focus: (New) Trends in Media"},{"issue":"3","key":"e_1_3_2_28_2","doi-asserted-by":"crossref","first-page":"91","DOI":"10.2753\/JOA0091-3367410306","article-title":"What about the intended consequences?","volume":"41","author":"Johnson Guillaume D.","year":"2012","unstructured":"Guillaume D. Johnson and Sonya A. Grier. 2012. What about the intended consequences? Journal of Advertising 41, 3 (2012), 91\u2013106.","journal-title":"Journal of Advertising"},{"issue":"4","key":"e_1_3_2_29_2","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1108\/10610429410073093","article-title":"Do unmentionable products still exist?: An empirical investigation","volume":"3","author":"Katsanis Lea Prevel","year":"1994","unstructured":"Lea Prevel Katsanis. 1994. Do unmentionable products still exist?: An empirical investigation. Journal of Product & Brand Management 3, 4 (1994), 5\u201314.","journal-title":"Journal of Product & Brand Management"},{"key":"e_1_3_2_30_2","volume-title":"Computing Krippendorff\u2019S Alpha-Reliability","author":"Krippendorff Klaus","year":"2011","unstructured":"Klaus Krippendorff. 2011. Computing Krippendorff\u2019S Alpha-Reliability. Annenberg School for Communication Departmental Papers, Philadelphia."},{"issue":"1","key":"e_1_3_2_31_2","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1016\/j.jaging.2006.04.001","article-title":"Representations of older adults in television advertisements","volume":"21","author":"Lee Monica M.","year":"2007","unstructured":"Monica M. Lee, Brian Carpenter, and Lawrence S. Meyers. 2007. Representations of older adults in television advertisements. Journal of Aging Studies 21, 1 (2007), 23\u201330.","journal-title":"Journal of Aging Studies"},{"issue":"6","key":"e_1_3_2_32_2","doi-asserted-by":"crossref","first-page":"649","DOI":"10.1136\/tobaccocontrol-2016-053087","article-title":"Public health benefits from pictorial health warnings on US cigarette packs: A SimSmoke simulation","volume":"26","author":"Levy David T.","year":"2017","unstructured":"David T. Levy, Darren Mays, Zhe Yuan, David Hammond, and James F. Thrasher. 2017. Public health benefits from pictorial health warnings on US cigarette packs: A SimSmoke simulation. Tobacco Control 26, 6 (2017), 649\u2013655.","journal-title":"Tobacco Control"},{"key":"e_1_3_2_33_2","doi-asserted-by":"publisher","DOI":"10.1145\/1940761.1940823"},{"key":"e_1_3_2_34_2","doi-asserted-by":"publisher","DOI":"10.1002\/asi.23963"},{"issue":"4","key":"e_1_3_2_35_2","doi-asserted-by":"crossref","first-page":"1","DOI":"10.2224\/sbp.7855","article-title":"User perception affects search engine advertising avoidance: Moderating role of user characteristics","volume":"47","author":"Li Yujie","year":"2019","unstructured":"Yujie Li. 2019. User perception affects search engine advertising avoidance: Moderating role of user characteristics. Social Behavior and Personality: An International Journal 47, 4 (2019), 1\u201312.","journal-title":"Social Behavior and Personality: An International Journal"},{"issue":"6","key":"e_1_3_2_36_2","doi-asserted-by":"crossref","first-page":"1395","DOI":"10.1108\/JIMA-10-2020-0316","article-title":"Brand hate and retaliation in Muslim consumers: Does offensive advertising matter?","volume":"13","author":"Noor Uzma","year":"2022","unstructured":"Uzma Noor, Mahnaz Mansoor, and Sajeela Rabbani. 2022. Brand hate and retaliation in Muslim consumers: Does offensive advertising matter? Journal of Islamic Marketing 13, 6 (2022), 1395\u20131413.","journal-title":"Journal of Islamic Marketing"},{"key":"e_1_3_2_37_2","first-page":"1","volume-title":"Proceedings of the ACM on Human-Computer Interaction","volume":"4","author":"Olteanu Alexandra","year":"2020","unstructured":"Alexandra Olteanu, Fernando Diaz, and Gabriella Kazai. 2020. When are search completion suggestions problematic? Proceedings of the ACM on Human-Computer Interaction 4, CSCW2 (2020), 1\u201325."},{"key":"e_1_3_2_38_2","first-page":"1","article-title":"Offensive advertising: A view from Singapore","volume":"7","author":"Phau Ian","year":"2002","unstructured":"Ian Phau and Gerard Prendergast. 2002. Offensive advertising: A view from Singapore. Journal of Promotion Management 7, 1\u20132 (2002), 71\u201390.","journal-title":"Journal of Promotion Management"},{"issue":"3","key":"e_1_3_2_39_2","doi-asserted-by":"crossref","first-page":"99","DOI":"10.1177\/002224299305700307","article-title":"Here\u2019s the beef: Factors, determinants, and segments in consumer criticism of advertising","volume":"57","author":"Pollay Richard W.","year":"1993","unstructured":"Richard W. Pollay and Banwari Mittal. 1993. Here\u2019s the beef: Factors, determinants, and segments in consumer criticism of advertising. Journal of Marketing 57, 3 (1993), 99\u2013114.","journal-title":"Journal of Marketing"},{"issue":"4","key":"e_1_3_2_40_2","doi-asserted-by":"crossref","first-page":"484","DOI":"10.2501\/S0021849908080562","article-title":"How far is too far? The antecedents of offensive advertising in modern China","volume":"48","author":"Prendergast Gerard","year":"2008","unstructured":"Gerard Prendergast, Wah-Leung Cheung, and Douglas West. 2008. How far is too far? The antecedents of offensive advertising in modern China. Journal of Advertising Research 48, 4 (2008), 484\u2013495.","journal-title":"Journal of Advertising Research"},{"issue":"2","key":"e_1_3_2_41_2","doi-asserted-by":"crossref","first-page":"233","DOI":"10.1017\/S0144686X07006605","article-title":"Perceptions of negative stereotypes of older people in magazine advertisements: Comparing the perceptions of older adults and college students","volume":"28","author":"Robinson Tom","year":"2008","unstructured":"Tom Robinson, Bob Gustafson, and Mark Popovich. 2008. Perceptions of negative stereotypes of older people in magazine advertisements: Comparing the perceptions of older adults and college students. Ageing & Society 28, 2 (2008), 233\u2013251.","journal-title":"Ageing & Society"},{"issue":"4","key":"e_1_3_2_42_2","doi-asserted-by":"crossref","first-page":"407","DOI":"10.2753\/MTP1069-6679200404","article-title":"Taboo advertising: Can humor help to attract attention and enhance recall?","volume":"20","author":"Sabri Ouidade","year":"2012","unstructured":"Ouidade Sabri. 2012. Taboo advertising: Can humor help to attract attention and enhance recall? Journal of Marketing Theory and Practice 20, 4 (2012), 407\u2013422.","journal-title":"Journal of Marketing Theory and Practice"},{"key":"e_1_3_2_43_2","doi-asserted-by":"publisher","DOI":"10.1002\/(SICI)1520-6653(199922)13:3<34::AID-DIR3>3.0.CO;2-R"},{"key":"e_1_3_2_44_2","doi-asserted-by":"publisher","DOI":"10.1002\/asi.24410"},{"key":"e_1_3_2_45_2","unstructured":"Louise Story. 2007. Anywhere the eye can see itslikely to see an ad. Retrieved from https:\/\/www.nytimes.com\/2007\/01\/15\/business\/media\/15everywhere.html"},{"key":"e_1_3_2_46_2","doi-asserted-by":"publisher","DOI":"10.1080\/00913367.1994.10673450"},{"issue":"1","key":"e_1_3_2_47_2","first-page":"38","article-title":"Advertising of offensive products: A challenge for marketing in China","volume":"9","author":"Waller David S.","year":"2003","unstructured":"David S. Waller and Kim S. Fam. 2003. Advertising of offensive products: A challenge for marketing in China. Asian Journal of Marketing 9, 1 (2003), 38\u201345.","journal-title":"Asian Journal of Marketing"},{"issue":"6","key":"e_1_3_2_48_2","doi-asserted-by":"crossref","first-page":"e0198835","DOI":"10.1371\/journal.pone.0198835","article-title":"Are mechanical turk worker samples representative of health status and health behaviors in the US?","volume":"13","author":"Walters Kelly","year":"2018","unstructured":"Kelly Walters, Dimitri A. Christakis, and Davene R. Wright. 2018. Are mechanical turk worker samples representative of health status and health behaviors in the US? PloS One 13, 6 (2018), e0198835.","journal-title":"PloS One"},{"key":"e_1_3_2_49_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.ibusrev.2010.01.004"},{"key":"e_1_3_2_50_2","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.54.6.1063"},{"key":"e_1_3_2_51_2","doi-asserted-by":"publisher","DOI":"10.1145\/3366423.3380211"},{"issue":"1","key":"e_1_3_2_52_2","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1080\/00913367.2003.10639047","article-title":"Cultural values in advertisements to the Chinese X-generation\u2013promoting modernity and individualism","volume":"32","author":"Zhang Jing","year":"2003","unstructured":"Jing Zhang and Sharon Shavitt. 2003. Cultural values in advertisements to the Chinese X-generation\u2013promoting modernity and individualism. Journal of Advertising 32, 1 (2003), 23\u201333.","journal-title":"Journal of Advertising"},{"key":"e_1_3_2_53_2","doi-asserted-by":"publisher","DOI":"10.1145\/2872427.2883053"}],"container-title":["ACM Transactions on Information Systems"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/3704438","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/dl.acm.org\/doi\/pdf\/10.1145\/3704438","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,6,19]],"date-time":"2025-06-19T01:18:05Z","timestamp":1750295885000},"score":1,"resource":{"primary":{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/3704438"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,2,25]]},"references-count":52,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2025,5,31]]}},"alternative-id":["10.1145\/3704438"],"URL":"https:\/\/doi.org\/10.1145\/3704438","relation":{},"ISSN":["1046-8188","1558-2868"],"issn-type":[{"value":"1046-8188","type":"print"},{"value":"1558-2868","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,2,25]]},"assertion":[{"value":"2023-05-02","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2024-10-17","order":2,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2025-02-25","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}