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

Journal article


Kelly, Louise, Kerr, Gayle, Drennan, Judy and Fazal-e-Hasan, Syed Muhammad. (2019). Feel, think, avoid: Testing a new model of advertising avoidance. Journal of Marketing Communications. 27(4), pp. 343-364. https://doi.org/10.1080/13527266.2019.1666902
AuthorsKelly, Louise, Kerr, Gayle, Drennan, Judy and Fazal-e-Hasan, Syed Muhammad
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 antecedents and two types of advertising avoidance, developing a new model of advertising avoidance. Data were collected via an online survey of 849 Facebook users and analyzed using structural equation modeling. The results of this study establish the important role of emotion in activating advertising avoidance. The study tests and validates two types of advertising avoidance: cognitive and behavioral (which includes mechanical). Further, the research also identifies five antecedents: attitude to social networking sites as an advertising medium, perceived clutter, negative word-of-mouth about advertising, and two new constructs of privacy concerns and control. These antecedents impact emotion and enact avoidance.

Keywordsadvertising avoidance; affective response; cognitive avoidance; behavioral avoidance; social media; privacy
Year2019
JournalJournal of Marketing Communications
Journal citation27 (4), pp. 343-364
PublisherRoutledge
ISSN1352-7266
Digital Object Identifier (DOI)https://doi.org/10.1080/13527266.2019.1666902
Scopus EID2-s2.0-85073975529
Research or scholarlyResearch
Page range343-364
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online20 Sep 2019
Publication process dates
Accepted05 Sep 2019
Deposited02 Sep 2021
Permalink -

https://acuresearchbank.acu.edu.au/item/8wv28/feel-think-avoid-testing-a-new-model-of-advertising-avoidance

Restricted files

Publisher's version

  • 5
    total views
  • 0
    total downloads
  • 0
    views this month
  • 0
    downloads this month
These values are for the period from 19th October 2020, when this repository was created.

Export as

Related outputs

Examining the consequences of customer-oriented deviance in retail
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad and Strebel, Judi. (2021). Examining the consequences of customer-oriented deviance in retail. Journal of Retailing and Consumer Services. 58, p. Article 102315. https://doi.org/10.1016/j.jretconser.2020.102315
A multi-method approach to examining consumer intentions to use smart retail technology
Fazal-e-Hasan, Syed Muhammad, Amrollahi, Alireza, Mortimer, Gary, Adapa, Sujana and Balaji, M. S.. (2021). A multi-method approach to examining consumer intentions to use smart retail technology. Computers in Human Behavior. 117, p. 106622. https://doi.org/10.1016/j.chb.2020.106622
The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers
Fazal-e-Hasan, Syed Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Sekhon, Harjit, Kharouf, Husni and Jebarajakirthy, Charles. (2020). The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers. Australasian Marketing Journal. 28(4), pp. 349-360. https://doi.org/10.1016/j.ausmj.2020.07.004
How gratitude improves relationship marketing outcomes for young consumers
Fazal-e-Hasan, Syed, Mortimer, Gary, Lings, Ian and Kaur, Gurjeet. (2020). How gratitude improves relationship marketing outcomes for young consumers. Journal of Consumer Marketing. 37(7), pp. 713-727. https://doi.org/10.1108/JCM-10-2019-3446
Is the meaning of ethical leadership constant across cultures? A test of cross-cultural measurement invariance
Ahmad, Saima, Fazal-e-Hasan, Syed Muhammad and Kaleem, Ahmad. (2020). Is the meaning of ethical leadership constant across cultures? A test of cross-cultural measurement invariance. International Journal of Manpower. https://doi.org/10.1108/IJM-02-2019-0079
Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad, Grimmer, Martin and Grimmer, Louise. (2020). Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions. Journal of Retailing and Consumer Services. 55, pp. 1 - 13. https://doi.org/10.1016/j.jretconser.2020.102115
Examining the antecedents and consequences of perceived shopping value through smart retail technology
Adapa, Sujana, Fazal-e-Hasan, Syed Muhammad, Makam, Sathyaprakash Balaji, Azeem, Muhammad Masood and Mortimer, Gary. (2020). Examining the antecedents and consequences of perceived shopping value through smart retail technology. Journal of Retailing and Consumer Services. 52, pp. 1 - 11. https://doi.org/10.1016/j.jretconser.2019.101901
Examining consumer purchase intentions of non‐prescription medicines in supermarkets and community pharmacies
Mortimer, Gary, Grimmer, Louise and Fazal-e-Hasan, Syed M.. (2019). Examining consumer purchase intentions of non‐prescription medicines in supermarkets and community pharmacies. International Journal of Pharmacy Practice. 27(3), pp. 232-240. https://doi.org/10.1111/ijpp.12494
Segmenting Brands' Social Network Site (SNS) consumers : A four-country study
Andrews, Lynda, Bianchi, Constanza, Wiese, Melanie, Cuneo, Andrés and Fazal E. Hasan, Syed. (2019). Segmenting Brands' Social Network Site (SNS) consumers : A four-country study. Journal of International Consumer Marketing. 31(1), pp. 22-38. https://doi.org/10.1080/08961530.2018.1475273
The role of brand innovativeness and customer hope in developing online repurchase intentions
Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Kelly, Louise and Lings, Ian. (2019). The role of brand innovativeness and customer hope in developing online repurchase intentions. Journal of Brand Management. 26(2), pp. 85 - 89. https://doi.org/10.1057/s41262-018-0122-4
Examining customer-oriented positive deviance intentions of retail employees
Fazal-e-Hasan, Muhammad, Mortimer, Gary, Lings, Ian N. and Drennan, Judy. (2019). Examining customer-oriented positive deviance intentions of retail employees. International Journal of Retail and Distribution Management. 47(8), pp. 836 - 854. https://doi.org/10.1108/IJRDM-10-2018-0235
Managing relationships: Insights from a student gratitude model
Fazal-e-Hasan, Syed Muhammad, Mortimer, Gary, Lings, Ian, Sekhon, Harjit and Howell, Kerry. (2019). Managing relationships: Insights from a student gratitude model. Research in Higher Education. https://doi.org/10.1007/s11162-019-09576-6
The role of effective communication and trustworthiness in determining guests’ loyalty
Kharouf, Husni, Sekhon, Harjit, Fazal-e-Hasan, Syed Muhammad, Hickman, Ellie and Mortimer, Gary. (2019). The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing and Management. 28(2), pp. 240 - 262. https://doi.org/10.1080/19368623.2018.1505574
How ethical leadership stimulates academics’ retention in universities : The mediating role of job-related affective well-being
Ahmad, Saima, Fazal-e-Hasan, Syed Muhammad and Kaleem, Ahmad. (2018). How ethical leadership stimulates academics’ retention in universities : The mediating role of job-related affective well-being. International Journal of Educational Management. 32(7), pp. 1348-1362. https://doi.org/10.1108/IJEM-11-2017-0324
Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment
Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Grimmer, Martin and Kelly, Louise. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services. 41, pp. 101 - 111. https://doi.org/10.1016/j.jretconser.2017.12.004
Train the child and teach the adult: Developing intervention strategies for increasing seafood consumption
Birch, Dawn, David, Dean, Fazal-e-Hasan, Syed Muhammad and Lawley, Meredith. (2018). Train the child and teach the adult: Developing intervention strategies for increasing seafood consumption. Journal of Consumer Behaviour. 17(4), pp. 426 - 438. https://doi.org/10.1002/cb.1719
Measuring the experience of off-price fashion shopping: scale development and validation "The role of effective communication and trustworthiness in determining guests’ loyalty"
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad, O'Donnell, Kathleen A. and Strebel, Judi. (2018). Measuring the experience of off-price fashion shopping: scale development and validation "The role of effective communication and trustworthiness in determining guests’ loyalty". Journal of Fashion Marketing and Management. 22(4), pp. 454 - 475. https://doi.org/10.1108/JFMM-01-2018-0005
How gratitude influences customer word-of-mouth intentions and involvement : The mediating role of affective commitment
Fazal-e-Hasan, Syed Muhammad, Lings, Ian N., Mortimer, Gary and Neale, Larry. (2017). How gratitude influences customer word-of-mouth intentions and involvement : The mediating role of affective commitment. Journal of Marketing Theory and Practice. 25(2), pp. 200-211. https://doi.org/10.1080/10696679.2016.1270769
Development and validation of the Self-Gifting Consumer Behaviour scale
Mortimer, Gary, Bagoure, Ursula and Fazal-e-Hasan, Muhammad. (2015). Development and validation of the Self-Gifting Consumer Behaviour scale. Journal of Consumer Behaviour: An international research review. 14(3), pp. 165 - 179. https://doi.org/10.1002/cb.1506