WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?
Top Cited Papers
- 1 December 2004
- journal article
- other
- Published by Taylor & Francis in Journal of Advertising
- Vol. 33 (4) , 89-97
- https://doi.org/10.1080/00913367.2004.10639175
Abstract
This study was designed to provide insights into why people avoid advertising on the Internet. Recent negative trends in Internet advertising, such as "banner blindness" and extremely low click-through rates, make it imperative to study various factors affecting Internet ad avoidance. Accordingly, this study builds a comprehensive theoretical model explaining advertising avoidance on the Internet. We examined three latent variables of Internet ad avoidance: perceived goal impediment, perceived ad clutter, and prior negative experience. We found that these constructs successfully explain why people cognitively, affectively, and behaviorally avoid advertising messages on the Internet. Perceived goal impediment is found to be the most significant antecedent explaining advertising avoidance on the Internet.This publication has 2 references indexed in Scilit:
- Internet Measures of Advertising Effects: A Global IssueJournal of Current Issues & Research in Advertising, 2003
- Public Attitudes towards AdvertisingInternational Journal of Advertising, 1984