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Cited by 827

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?

Cho, Chang-Hoan, as-, University of Texas at Austin) is a·2004·Journal of Advertising
DOI 10.1080/00913367.2004.10639175
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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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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
DOI
10.1080/00913367.2004.10639175
OpenAlex
W2023505872
Cited by
827
References
5
FWCI
16.46
Type
journal article
Language
en
Open access
closed

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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.