The DOI matches its Crossref record; 23 of the 23 references it cites were found in a registry or an index.
Predictors of Advertising Avoidance in Print and Broadcast Media
Abstract
The authors examine the predictors of ad avoidance in four media: magazines, newspapers, radio, and television. A national survey of 946 adults found that ad avoidance is most prevalent for television and magazines. The predictor variables were demographic characteristics, media-related variables, attitudes toward advertising in each medium, and communication problems related to advertising. Ad perceptions were the strongest predictors of ad avoidance and were best in differentiating print from broadcast media. The results indicate that age and income were the best demographic predictors across media. Breadth of media use was an important broadcast media predictor. Among the communication problems considered, search hinderance had the greatest effect on ad avoidance.
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Cites
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A Mathematical Theory of Communication
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An Analysis of Information Content in Television Advertising
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Green Advertising and the Reluctant Consumer
Zinkhan, G. M., & Carlson, L. (1995) · Journal of Advertising · doi:10.1080/00913367.1995.10673471 · Cited by 345
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What Happens to Television Ratings during Commercial Breaks?
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Visual Attention to Programming and Commercials: The Use of In-home Observations
Krugman, D. Μ., Cameron, G. T., & White, C. M. (1995) · Journal of Advertising · doi:10.1080/00913367.1995.10673464 · Cited by 127
Television and the remote control: grazing on a vast wasteland
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Cited by
Edwards, S. M., Li, H., & Lee, J.-H. (2002) · Journal of Advertising · doi:10.1080/00913367.2002.10673678 · Cited by 1,053
Measuring the Intrusiveness of Advertisements: Scale Development and Validation
Li, H., Edwards, S. M., & Lee, J.-H. (2002) · Journal of Advertising · doi:10.1080/00913367.2002.10673665 · Cited by 729
Avoidance of Advertising in Social Networking Sites: The Teenage Perspective
Kelly, L., Kerr, G., & Drennan, J. (2010) · Journal of Interactive Advertising · doi:10.1080/15252019.2010.10722167 · Cited by 473
Guo, Y., Lu, Z., Kuang, H., & Wang, C. (2020) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102067 · Cited by 283
Fransen, M. L., Verlegh, P. W. J., Kirmani, A., & Smit, E. G. (2015) · International Journal of Advertising · doi:10.1080/02650487.2014.995284 · Cited by 282
Metadata
- Authors
- Speck, P. S., & Elliott, M. T.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1997-10
- Volume
- 26
- Issue
- 3
- Pages
- 61-76
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2094025873
- Cited by
- 559
- References
- 23
- FWCI
- 4.73
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
