author={Chang-Hoan Cho and University of Texas at Austin) is an as-},
  journal={Journal of Advertising},
  pages={89 - 97}
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… 

Online Advertising: Initial versus Further Avoidance

This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon 2004's model, and examines two new dimensions on why people avoid advertising on the Internet, and finds that avoidance has two key dimensions.

Internet Advertising Pleasure and Purchase Intention

The paper found that regardless of "Website pleasure" and "Arousal," these constructs successfully explain Internet advertising pleasure by incorporating advertising relaxedness, advertising happiness, and advertising satisfaction.

An Exploration of Advertising Avoidance by Audiences across Media

This paper compares the difference in the degree of advertising avoidance between traditional media and the Internet. The study also examines customers’ beliefs, attitudes, and behavior toward

Feel, think, avoid: Testing a new model of advertising avoidance

ABSTRACT Advertising avoidance is perhaps one of the greatest challenges facing marketers today. This study investigates the impact of emotions on advertising avoidance in social media. It tests five

Consumer Responses to Advertising on the Internet: The Effect of Individual Difference on Ambivalence and Avoidance

The results indicated that consumers have a higher tendency to avoid or experience ambivalence about Internet advertisements under low-interactivity circumstances, and attitudinal ambivalences lead to avoidance when responding to advertisements on the Internet.

Tell What You Want but Do Not Irritate Me: A Senior Perspective About Advertising

ABSTRACT This study provides an understanding of the underlying processes and attitudes toward advertising while watching in TV and YouTube. We intend to contribute to better understand what could

Pull effect in online advertising: What drives consumers to view ads online. (Available on Internet)

Advertising avoidance today is so common that it has been concluded that ad avoidance nowadays is rather the norm than an exception (Chatterjee 2008). Due to the increasing amount of advertising

New insights into what drives internet advertising avoidance behaviour: the role of locus of control

This research explores the concept of ad avoidance in the internet media and compares this to traditional media – integrating two separate research streams. In addition, the psychological construct,

Avoidance of Advertising in Social Networking Sites

ABSTRACT Technology has provided consumers with the means to control and edit the information that they receive and share effectively, especially in the online environment. Although previous studies

Variables That Affect Avoidance of Online Behavioral Advertising

Technological developments considerably affect the lives of individuals in many ways. Advertisement sector and those targeted by advertising companies are largely prone to this effect. Online



Internet Measures of Advertising Effects: A Global Issue

Abstract A major concern about surveying on the Internet is the comparative reliability and mediated validity of the medium. To date, however, relatively little research has been conducted regarding

How Advertising Works: What Do We Really Know?

The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer—how it works. They first deduce a taxonomy of models,

Advertising on the Internet

From the Publisher: How today's most successful online advertisers and marketers maximize their online presence, and how you can too This updated and expanded Second Edition of the bestselling

Predictors of Advertising Avoidance in Print and Broadcast 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

Public Attitudes towards Advertising

Since advertising has long been a ubiquitous and pervasive part of American culture, public opinion researchers, advertising practitioners and academics have been interested in public attitudes

Cyberpsych: Resources for Psychologists on the Internet

Psychologists who use the Internet only for e-mail are missing out on a wealth of database information and research tools, a selection of which are discussed here.

Measuring the Intrusiveness of Advertisements: Scale Development and Validation

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

User Acceptance of Computer Technology: A Comparison of Two Theoretical Models

Computer systems cannot improve organizational performance if they aren't used. Unfortunately, resistance to end-user systems by managers and professionals is a widespread problem. To better predict,