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Full-Text Articles in Social and Behavioral Sciences
How Do New Media Environments Influence Consumer Responses To Advertising? A Meta-Analytic Approach To Ad Avoidance, A-Reum Jung
How Do New Media Environments Influence Consumer Responses To Advertising? A Meta-Analytic Approach To Ad Avoidance, A-Reum Jung
LSU Doctoral Dissertations
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 …