Consumer perceptions of advertising clutter and its impact across various media
Abstract
This paper examines perceived ad clutter. A national survey of 946 consumers was conducted. Respondents were asked about six media-television, radio, magazines, newspapers, Yellow Pages, and direct mail. Television and direct mail were rated highest in perceived clutter. Television and magazines exhibited the highest level of ad-related communication problems {hindered search and disruption). Perceived clutter, hindered search, and disruption were related to less favorable ad attitudes and greater ad avoidance. These effects varied by media. Demographic variables had little effect on perceived ad clutter.
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Entertainment helps to develop positive moods, attitudes and attention.
“These help to develop positive moods, attitudes and attention (Elliott and Speck, 1998).”
From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Elliott and Speck, 1998
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- Authors
- Elliott, M. T., & Speck, P. S.
- ORCID
- Speck, Paul Surgi
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 1998-01
- Volume
- 38
- Issue
- 1
- Pages
- 29-41
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W4412087686
- Cited by
- 82
- References
- 17
- Citations by year
- 2026: 2 · 2025: 5 · 2024: 7 · 2023: 4 · 2022: 7 · 2020: 6 · 2019: 3 · 2018: 7 · 2017: 6 · 2016: 4 · 2015: 4 · 2014: 3 · 2013: 4 · 2012: 5
- FWCI
- 0.00
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Communication › Advertising and Communication Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- advertising clutter, consumer perception, television advertising, radio advertising, magazine advertising, newspaper advertising, Yellow Pages, direct mail advertising, disruption, consumer attitudes toward advertising, advertising avoidance, media comparison
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