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
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