WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?

@article{Cho2004WHYDP,
  title={WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?},
  author={Chang-Hoan Cho and University of Texas at Austin) is an as-},
  journal={Journal of Advertising},
  year={2004},
  volume={33},
  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… 

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