Corpus ID: 36753196

Advertising Intrusiveness and Consumers ’ Avoidance Behaviors

  title={Advertising Intrusiveness and Consumers ’ Avoidance Behaviors},
  author={Francisco Rej{\'o}n-Guardia and F. Mart{\'i}nez-L{\'o}pez},
The proliferation of advertising in all communication media causes consumers to perceive a significant amount of competitiveness between advertised products, as well as to feel overwhelmed by the intrusiveness of their advertisements. When taken together, these dimensions form the concept ‘‘advertising clutter.’’ A review of the literature shows that perceived intrusiveness is the main component of the perception of clutter. Advertising clutter can prompt undesired behaviors (e.g., advertising… CONTINUE READING


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