# The impacts of ad skip option and ad time display on viewer response to in-stream video ads: the role of perceived control and reactance

> Research article (Internet Research, 2021) · cited 25× · AI/ML

**Wikidata**: [openalex:W3211298630](https://www.wikidata.org/wiki/openalex:W3211298630)  
**Source**: https://4ort.xyz/entity/the-impacts-of-ad-skip-option-and-ad-time-display-on-viewer-response-to-in-stream-video-ads-the-role-of-perceived-contro