Be careful what you wish for: The impact of advertisement choice on viewers’ expectations

Highlights：

• Some online streaming sites allow viewers to choose what type of advertisements to watch.

• This study examined the effect of advertisement choice on viewers’ expectations of the upcoming persuasive message.

• Female viewers had higher expectations than males regardless of advertisement choice.

• Female and male viewers had higher expectations after making an advertisement choice.

• Viewers’ cognitive and behavioral processes following advertisement choice may depend on whether their expectations are met.