This Research sheds light on persuasive effect of pop-up ads. Specifically, this research aims to verify the antecedents of irritation towards pop-up ads. The author suggests that browsing goal and consumers' psychological reactance trait would influence irritation towards pop-up ads. The author conducts an experiment adopting a scenario approach. As a result, this research verifies that consumers with purchasing goal tend to feel higher level of irritation towards pop-up ads than consumers with exploratory goal, and consumers with high reactance are more likely to feel irritation towards pop-up ads than consumers with low reactance. In addition, this research reveals that there is an interaction between browsing goal and consumers's psychological reactance. Specifically, consumers with high reactance tend to feel more irritation toward pop-up ads when they have purchasing goal rather than exploratory goal, while consumers with low reactance tend to feel the same level of irritation toward pop-up ads in case of both goals. This research makes important contributions on pop-up ads literature. Also, the findings of this research offer marketing practitioners managerial implications.