Predictors of Advertising Avoidance in Print and Broadcast Media
TL;DR: This paper examined the predictors of ad avoidance in four media: magazines, newspapers, radio, and television, and found that ad avoidance is most prevalent for television and magazines, while age and income were the best demographic predictors across 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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TL;DR: In this article, the authors explored forced viewing of pop-up ads on the Internet to understand better how viewers come to define ads as irritating and decide to avoid them, and suggested perceived intrusiveness as the underlying mechanism by which the process occurs.
Abstract: This paper explores forced viewing of “pop-up ads” on the Internet to understand better how viewers come to define ads as irritating and decide to avoid them. Perceived intrusiveness was suggested as the underlying mechanism by which the process occurs. Antecedents of intrusiveness were identified that affect perceptions of ads as interruptions, including congruence of the advertisement content with the current task and intensity of cognition at the moment the ad pops up. The consequences of intrusiveness were shown to be caused by feelings of irritation and ad avoidance. The results provide an understanding of how consumers experience forced exposure situations in interactive environments and highlight implications for advertisers seeking to increase the effectiveness of on-line advertising.
842 citations
Cites background from "Predictors of Advertising Avoidance..."
...When advertising interrupts the goals of consumers, consumers are likely to seek their freedom either passively, by ignoring the interruption (Clancey 1994; Krugman and Johnson 1991), or actively, by dispensing with it (Abernethy 1991; Speck and Elliott 1997)....
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TL;DR: The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice.
Abstract: The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice. This is the main conclusion of an analysis of 1363 print advertisements tested with infrared eye-tracking methodology on more than 3600 consumers. The pictorial is superior in capturing attention, independent of its size. The text element best captures attention in direct proportion to its surface size. The brand element most effectively transfers attention to the other elements. Only increments in the text element’s surface size produce a net gain in attention to the advertisement as a whole. The authors discuss how their findings can be used to render more effective decisions in advertising.
793 citations
TL;DR: This paper examined three latent variables of Internet ad avoidance: perceived goal impediment, perceived ad clutter, and prior negative experience and found that these constructs successfully explain why people cognitively, affectively, and behaviorally avoid advertising messages 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.
685 citations
TL;DR: In this paper, a scale is developed to tap an underlying construct that has not previously been measured and validated using samples in different experimental conditions and is found to be valid, reliable, and parsimonious.
Abstract: The current study examines consumers'perceptions of the intrusiveness of advertisements. A scale is developed to tap an underlying construct that has not previously been measured. Following traditional methods of scale development, the study uses expert-generated adjective lists, expands possible measures using a thesaurus, and finally reduces the number of items statistically to derive a new measure of advertising intrusiveness. The scale is validated using samples in different experimental conditions and is found to be valid, reliable, and parsimonious. The importance of such a scale for the field of advertising is discussed.
608 citations
Cites background from "Predictors of Advertising Avoidance..."
...Noise was defined as "all communication elements that affect the availability, cost or value of desired content" (Speck and Elliott 1997b, p. 65)....
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...However, studies have rarely focused on intrusiveness, but rather have examined outcome measures such as ad irritation (Aaker and Bruzzone 1985; Bauer and Greyser 1968) and ad avoidance (Speck and Elliott 1997a, b)....
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...Speck and Elliott (1997a) found evidence of cognitive , behavioral, and mechanical ad avoidance across both electronic and print media....
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...Speck and Elliott (1997b) believe that ads often act as noise in the environment ....
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TL;DR: In this paper, the authors examined the interplay between in-store and out-of-store factors on consumer attention to and evaluation of brands displayed on supermarket shelves and found that the number of facings obtained has a strong impact on evaluation that is entirely mediated by its effect on visual attention.
Abstract: Recent trends in marketing have demonstrated an increased focus on in-store expenditures with the hope of “grabbing consumers” at the point of purchase: but does it make sense‘ To help answer this question, the authors examine the interplay between in-store and out-of-store factors on consumer attention to and evaluation of brands displayed on supermarket shelves. Using an eye-tracking experiment, they find that the number of facings obtained has a strong impact on evaluation that is entirely mediated by its effect on visual attention and works particularly well for frequent users of the brand, for low market-share brands, and for young, highly educated consumers who are willing to trade off brand and price. They also find that gaining in-store attention is not always sufficient to drive sales. For example, top and middle shelf positions gain more attention than low shelf positions; however, only top shelf positions carry through to brand evaluation. Our results underscore the importance of combining eye-tracking and purchase data to obtain a full picture of the effects of in-store and out-of-store marketing at the point of purchase.
570 citations
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TL;DR: This final installment of the paper considers the case where the signals or the messages or both are continuously variable, in contrast with the discrete nature assumed until now.
Abstract: In this final installment of the paper we consider the case where the signals or the messages or both are continuously variable, in contrast with the discrete nature assumed until now. To a considerable extent the continuous case can be obtained through a limiting process from the discrete case by dividing the continuum of messages and signals into a large but finite number of small regions and calculating the various parameters involved on a discrete basis. As the size of the regions is decreased these parameters in general approach as limits the proper values for the continuous case. There are, however, a few new effects that appear and also a general change of emphasis in the direction of specialization of the general results to particular cases.
65,425 citations
Journal Article•
TL;DR: The Mathematical Theory of Communication (MTOC) as discussed by the authors was originally published as a paper on communication theory more than fifty years ago and has since gone through four hardcover and sixteen paperback printings.
Abstract: Scientific knowledge grows at a phenomenal pace--but few books have had as lasting an impact or played as important a role in our modern world as The Mathematical Theory of Communication, published originally as a paper on communication theory more than fifty years ago. Republished in book form shortly thereafter, it has since gone through four hardcover and sixteen paperback printings. It is a revolutionary work, astounding in its foresight and contemporaneity. The University of Illinois Press is pleased and honored to issue this commemorative reprinting of a classic.
15,525 citations
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TL;DR: In this article, the authors provide a theoretical perspective for dealing with the initial entry stage of interpersonal interaction and suggest a set of research priorities for studying the development of interpersonal relationships, concluding with a discussion of some of the problems to be considered if the theory is to be extended beyond the initial stages of interaction.
Abstract: This paper provides a theoretical perspective for dealing with the initial entry stage of interpersonal interaction. The seven axioms and 21 theorems presented suggest a set of research priorities for studying the development of interpersonal relationships. The paper concludes with a discussion of some of the problems to be considered if the theory is to be extended beyond the initial stages of interaction.
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TL;DR: The U.S. Poison Center as mentioned in this paper found that Chocks, Pizza Hut, Trident Sugarless Gum, and Trident Scented Gum have in common with the U.K. poison center.
Abstract: What do Chocks, Pizza Hut, Trident Sugarless Gum, and the U.S. Poison Center have in common?
573 citations