References
1- Alden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer. "The effects of incongruity, surprise and positive moderators on perceived humor in television advertising." Journal of Advertising 29, no. 2 (2000): 1-15.
2- Anderson, Simon P., and Joshua S. Gans. "Platform siphoning: Ad-avoidance and media content." American Economic Journal: Microeconomics 3, no. 4 (2011): 1-34.
3- Barnes, Stuart J. "Wireless digital advertising: nature and implications." International journal of advertising 21, no. 3 (2002): 399-420.
4- Brooks, Keith. "The Modern Consumer: Overtaxed, Overwhelmed, and Overdrawn." (2007).
5- Dahl, Darren W., Kristina D. Frankenberger, and Rajesh V. Manchanda. "Does it pay to shock? Reactions to shocking and non-shocking advertising content among university students." Journal of advertising research 43, no. 3 (2003): 268-280.
6- Derbaix, Christian, and Joelle Vanhamme. "Inducing word-of-mouth by eliciting surprise–a pilot investigation." Journal of economic psychology 24, no. 1 (2003): 99-116.
7- Gökerik, Mehmet, Ahmet Gürbüz, Ismail Erkan, Emmanuel Mogaji, and Serap Sap. "Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image." Asia Pacific Journal of Marketing and Logistics 30, no. 5 (2018): 1222-1238.
8- Gyung Kim, Min, and Anna S. Mattila. "Does a surprise strategy need words? The effect of explanations for a surprise strategy on customer delight and expectations." Journal of Services Marketing 27, no. 5 (2013): 361-370.
9- Hegner, Sabrina M., Daniël C. Kusse, and Ad TH Pruyn. "Watch it! The influence of forced pre-roll video ads on consumer perceptions." In Advances in Advertising Research (Vol. VI), pp. 63-73. Springer Gabler, Wiesbaden, 2016.
10- Hussain, Dildar, and Hélène Lasage. "Online video advertisement avoidance: can interactivity helps?" Journal of Applied Business Research 30, no. 1 (2014): 43.
11- Hutter, Katharina, and Stefan Hoffmann. "Surprise, surprise. Ambient media as promotion tool for retailers." Journal of Retailing 90, no. 1 (2014): 93-110.
12- Kim, Soojung. "Effects of ad-video similarity, ad location, and user control option on ad avoidance and advertiser-intended outcomes of online video ads." (2015).
13- Lindgreen, Adam, and Joëlle Vanhamme. "To surprise or not to surprise your customers: The use of surprise as a marketing tool." Journal of Customer Behaviour 2, no. 2 (2003): 219-242.
14- Loef, Joost J. Incongruity between ads and consumer expectations of advertising. No. EPS-2002-017-MKT. 2002.
15- Oakley, Todd. From attention to meaning: Explorations in semiotics, linguistics, and rhetoric. Vol. 8. Peter Lang, 2009.
16- Pujol, Enric, Oliver Hohlfeld, and Anja Feldmann. "Annoyed users: Ads and ad-block usage in the wild." In Proceedings of the 2015 Internet Measurement Conference, pp. 93-106. ACM, 2015.
17- Quanyi, Zhao, and Huang Wei. "The Prospects of modern digital electronic media advertising." In 2010 International Conference on Networking and Digital Society, vol. 2, pp. 353-355. IEEE, 2010.
18- Scott Mathews, “Best practices: how brands can build loyalty with surprise and delight efforts?” Adage, May 6, 2015.
20- Taken Smith, Katherine. "Longitudinal study of digital marketing strategies targeting Millennials." Journal of Consumer Marketing 29, no. 2 (2012): 86-92.
21- Teixeira, Thales S. "Television and Internet Commercials Avoidance." PhD diss., 2009.
22- Teixeira, Thales S. "The rising cost of consumer attention: why you should care? and what you can do about it?" (2014).
23- Young, Joshua Dale. "Meet The Blockers: A Quantitative Analysis of Ad Blocker Usage." PhD diss., Middle Tennessee State University, 2016.