The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?
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.
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Cites
The theory of planned behavior
Ajzen, I. (1991) · Organizational Behavior and Human Decision Processes · doi:10.1016/0749-5978(91)90020-t · Cited by 90,587
A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions
Oliver, R. L. (1980) · Journal of Marketing Research · doi:10.1177/002224378001700405 · Cited by 14,494
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Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
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Profiling User Responses to Commercial Websites
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Cited by
The Importance of Trust for Personalized Online Advertising
Bleier, A., & Eisenbeiss, M. (2015) · Journal of Retailing · doi:10.1016/j.jretai.2015.04.001 · Cited by 529
From Generic to Branded: A Model of Spillover in Paid Search Advertising
Rutz, O. J., & Bucklin, R. E. (2011) · Journal of Marketing Research · doi:10.1509/jmkr.48.1.87 · Cited by 360
Consumer Privacy Concerns and Preference for Degree of Regulatory Control
Okazaki, S., Li, H., & Hirose, M. (2009) · Journal of Advertising · doi:10.2753/joa0091-3367380405 · Cited by 297
Large Language Model in Creative Work: The Role of Collaboration Modality and User Expertise
Chen, Z., & Chan, J. (2024) · Management Science · doi:10.1287/mnsc.2023.03014 · Cited by 204
Exploring how consumers cope with online behavioral advertising
Ham, C.-D. (2017) · International Journal of Advertising · doi:10.1080/02650487.2016.1239878 · Cited by 184
Metadata
- Authors
- Cho, C.-H., & as-, U. O. T. A. A. I. A.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2004-12
- Volume
- 33
- Issue
- 4
- Pages
- 89-97
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2023505872
- Cited by
- 827
- References
- 5
- FWCI
- 16.46
- Type
- journal article
- Language
- en
- Open access
- closed
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- Cho, C.-H., & as-, U. O. T. A. A. I. A. (2004). WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET? Journal of Advertising. https://doi.org/10.1080/00913367.2004.10639175
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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.
