Results 251 to 260 of about 1,265,245 (285)

Universal Differences in Advertising Avoidance Behavior: A Cross-Cultural Study

Journal of Business Research, 2009
The avoidance of TV advertising categories often include either mechanical (e.g., switching channels) or behavioral (e.g., talking to someone). Previous research seeking to explain avoidance with demographic and attitudinal factors shows conflicting ...
José I Rojas-Méndez, Gary Davies
exaly   +3 more sources

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Journal of Promotion Management, 2021
As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs).
Eunice Kim, Eunice Kim, Yoo Jin Chung
exaly   +2 more sources

Some of the next articles are maybe not open access.

Related searches:

Advertising and tax avoidance

Review of Quantitative Finance and Accounting, 2019
We examine the link between firms’ advertising and their tax avoidance. By generating customer awareness, advertising helps shape firm image and reputation among customers. Such benefits of advertising would diminish if the firm is viewed as a greedy tax dodger.
Sattar Mansi, Jianping Qi, Han Shi
openaire   +1 more source

ADVERTISING APPROACH AND AVOIDANCE [PDF]

, 2019
In this dissertation, I propose a dual process model for explaining advertising approach and avoidance. The dual process model maps the different processes that underlie advertising approach and avoidance.
Tham, Samuel M.
openaire   +2 more sources

Antecedents to Advertising Avoidance in China

Journal of Current Issues & Research in Advertising, 2010
Abstract Advertising avoidance remains one of the most challenging elements in campaign planning. Strong commercial production values, glossy magazine advertisements and the endorsements of highly paid celebrities count for little if people simply avoid the advertising.
Prendergast, Gerard P., Cheung, Wah-Leung, West, Douglas   +2 more
openaire   +2 more sources

Targeted advertising and advertising avoidance

The RAND Journal of Economics, 2012
I examine how the increasing ability of firms to target their ads influences market outcomes when consumers have access to advertising‐avoidance tools. Although firms generally benefit from improved targeting, consumers need not. I also show that there may be too little blocking of ads in equilibrium and consider the role of targeted advertising when ...
openaire   +1 more source

Mobile advertising avoidance: exploring the role of ubiquity

Electronic Markets, 2012
Drawing upon prior research on Internet information privacy concerns, this study examines the effects of perceived ubiquity on consumers’ acceptance of mobile advertising. We postulate that, due to increasing unethical information practice, ubiquity can be perceived both positively and negatively, exercising complex effects on trust, risk, attitude ...
Shintaro Okazaki, Francisco José Molina, Morikazu Hirose   +2 more
openaire   +2 more sources

Advertising Content and Television Advertising Avoidance

Journal of Media Economics, 2015
This paper proposes a new measure of television advertising avoidance, the "Passive/Active Zap" (PAZ), as an occurrence of a set-top box switching channels during a commercial break after at least five minutes of inactivity prior to the break. 27% of eligible commercial breaks are interrupted by a PAZ.
openaire   +1 more source

Avoiding advertising research disaster: Advertising and the uncertainty principle

Journal of Brand Management, 2003
This paper claims that despite innovation in research techniques, the majority of qualitative research still takes place through focus groups and in-depth single interviews. In response to valid criticism of these techniques, and following developments in the field of advertising, this paper proposes techniques to make sure these research methods are ...
openaire   +1 more source

The Residual Impact of Avoided Television Advertising

Journal of Advertising, 2010
This study reports the results of a laboratory experiment that compared the effects of partial exposure associated with six major avoidance modes, including DVR (digital video recorder) ad skipping, against each other and against full-attention exposures as controls.
Varan, D., Schweda, A., Bellman, S.
openaire   +1 more source