Degree

Doctor of Philosophy (PhD)

Department

Manship School of Mass Communication

Document Type

Dissertation

Abstract

This study aims to a) identify a comprehensive list of the antecedents and consequences of ad avoidance, b) examine how strongly they relate to ad avoidance, and c) investigate how those relationships differ across media formats. In order to fulfill these purposes, two studies (a meta-analysis and an online survey) were conducted. The meta-analysis yielded 52 antecedents and 7 consequences. Ad-related perception, ad tactics, personal characteristics, ad exposure conditions, personal experiences, and demographic information were major categories of antecedents. Decreased cognitive abilities to recall and recognize ad messages were primary consequences of advertising avoidance. In addition, the survey found that three dimensions of ad avoidance (cognitive, affective, and behavioral) were influenced by similar antecedents such as ad-related perception. The antecedents of social media ad avoidance were not much different from television ad avoidance although their degree of influence on ad avoidance differed across media formats. According to the meta-analysis and the survey, consumer perception of advertising was the main predictor of ad avoidance. Accordingly, enhancing favorable perception (i.e., positive attitude toward advertising and ad credibility) and reducing unfavorable perception (i.e., irritation, intrusiveness, and hindrance) should take precedence over other strategies to minimize the tendency to avoid advertising. Further, developing strategic plans for placement, timing, and ad messages could increase the value of advertising expenditure.

Date

7-2-2018

Committee Chair

Heo, Jun

DOI

10.31390/gradschool_dissertations.4673

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