Advertising avoidance: a literature review

Main Article Content

Vi Truc Ho
صندلی اداری


The avoidance of advertising is highly relevant to the audience, the general attitude towards the advertising and in some cases, it will cause aversion, the boycott of a brand regardless of the one billion designed advertising like how. This study aims to systematically examine and review existing research conducted in the area of advertising avoidance. By elaborating and summarizing various studies, the author provides an overview of the main trends mentioned in the literature regarding avoiding advertising. In this review, the author summarizes the four elementary schools that researchers are aiming to evade advertising, including the intrinsic value of advertising, customer perceptions, and testing for differences in personalizing and the theory of time in advertising.  The avoidance of advertising has experimented under different media from newspapers, television, the internet ... however, depending on the different forms, the evading behavior of customers is different. Furthermore, the constraints consider future studies to examine further discussion and the proposed directions.


Download data is not yet available.

Article Details



Berenbaum, D., & Larkin, T. (2007). How to Talk to Customers, Create A Great Impression Every Time With Magic. Communico Ltd.: San Francisco, 63.

Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.

Brodowsky, G. H., & Anderson, B. B. (2000). A cross-cultural study of consumer attitudes toward time. Journal of Global Marketing, 13(3), 93-109.

Chatterjee, P. (2005). Changing banner ad executions on web: Impact on Click-throughs and communication outcomes. Advances in Consumer Research, 32, 51-57.

Cho, C. H., & Cheon, H. J. (2004). Why do people avoid advertising on the internet. Journal of Advertising, 33(4), 89-97.

Choi, S. M., Kim, E., Kim, S., & Yeh, Y. H. (2013). Factors Affecting Advertising Avoidance on Online Video Sites. The Journal of Advertising and Promotion Research, 2(1), 87-121.

Clancey, M. (1994). The television Audience Examined. Journal Advertising Research, 39(5), 27-37.

Danaher, P. J. (1975). What Happens to Television Ratings During Cornmcrcial Breaks?. Journal or Adcertising Research, 35, 37-48.

Davies, G., & Rojas-Méndez, J. I. (2005). Avoiding Television Advertising: Some Explanations from Time Allocation Theory. Journal of Advertising Rearch, 45(1), 34-48.

Diaz, A. N., Hammond, K. & Mcwilliam, G. (1997). A Study of Web Use and Attitudes Amongst Novices, Moderate Users and Heavy Users. EMAC, 1624‐1635.

Dildar, H., & Helence, L. (2014). Online Video Advertisement Avoidance: Can Interactivity Help?. Journal of Applied Business Research, 30(1), 43-49.

Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18.

Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), 21‐35.

Durmaz, Y., & Diyarbakirlioglu, I. (2011). A Theoritical Approach To The Role Of Perceptıon On The Consumer Buyıng Decısıon Process. Business Management Dynamics, 1(3), 17-21.

Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pup‐up ads. Journal of Advertising, 31(3), 83‐95.

Elisabeth, J. (2009). Network Television Streaming Technologies and the Shifting Television Social Sphere, Paper presented Media in Transition 6: Stone and Papyrus, Storage and Transmission. International Conference 2009 Massachusetts Institute of Technology.

Fam, K. S., Waller, D., & Erdogan, B. Z. (2004). The influence of religion on attitudes towards the advertising of controversial products. European Journal of Marketing, 38(5/6), 537-555.

Fennis, B. M., & Bakker, A. B. (2001). Stay Tuned—We Will Be Back Right after these Messages: Need to Evaluate Moderates the Transfer of Irritation in Advertising. Journal of Advertising, 30(3), 15–25. doi:10.1080/00913367.2001.10673642.

Gesenhues, A. (2017). 37% of consumers say ads placed next to offensive content impact brand perception - Marketing Land. [online] Marketing Land. Available at: [Accessed 19 Nov. 2018]

Gregorio, H., Jung, J. H., & Sung, Y. (2017). Advertising Avoidance: A Consumer Socialization Perspective. Online Journal of Communication and Media Technologies, 7(3), 1-26.

Gurau, C., & Ranchhod, A. (2009). Consumer privacy issues in mobile c commerce: a comparative study of British, French and Romanian consumers. Journal of Consumer Marketing, 26(7), 496–507.

Ha, L., & Mccann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592. doi: 10.2501/ S0265048708080153.

Ha, L., & Litman, B. R. (1997). Does Advertising Clutter Have Diminishing and Negative Returns? Journal of Advertising, 26(1), 31–42. doi:10.1080/00913367.1997.10673516.

Hightower, R. T. (2008). Hulu: Video & Effective Advertising.

Ho, T. V., Phan, T. N., & Phan T. S. T. (2018). Advertising avoidance and brand awareness - A research about video ads form on social network sites of the youth in Ho Chi Minh city. Can Tho University Journal of Science, 54(4D), 159-167.

Hong, J., & Sternthal, B. (2010). The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments. Journal of Marketing Research, 47(2), 301–311. doi:10.1509/jmkr.47.2.301.

Jin, C. H., & Villegas, J. (2007). Consumer Responses to Advertising on the Internet: The Effect of Individual Difference on Ambivalence and Avoidance. CyberPsychology & Behavior, 10(2), 258-266.

Kaynak, E., Kara, A., & Apil, A. R. (2011). An investigation of people’s time orientation, attitudes, and behavior toward advertising in an international context. Journal of Global Marketing, 24(5), 433–452.

Kaynak, E., Clement, A. K., Chow, S. F., & Apil, A. R. (2013). Pattern of similarities/differences in time orientation and advertising attitudes. Asia Pacific Journal of Marketing and Logistics, 25(4), 631-654.

Kelly, L., Gayle, K., & Drennan. J. (2010). Avoidance of Advertising in Social Networking Sites: the teenage perspective. Journal of Interactive Advertising, 10(2), 16‐27.

Ketelaar, P., Konig, R. P., Smit, E. G., & Thorbjornsen. H. (2015). In ads we trust: religiousness as a predictor of advertising trustworthiness and avoidance. Journal of Consumer Marketing, 32(3), 190-198.

Kim, H. F., Ghazizadeh, A., & Hikosaka, O. (2015). Dopamine Neurons Encoding Long-Term Memory of Object Value for Habitual Behavior. Cell, 163(5), 1165–1175. doi:10.1016/j.cell.2015.10.063.

Kolb, D. (1984). Experiential Learning: Experience as the Source of Learning and Development. New Jersey: Prentice-Hall.

Kuswati, R. (2011). A Nested Model of Analyzing An Influence of Time Orientation on Behaviour of Avoiding Television Advertising. Proceeding Narratives of Sustainable Development, 335-374.

Li, W., & Huang, Z. (2016). The Research of Influence Factors of Online Behavioral Advertising Avoidance. American Journal of Industrial and Business Management, 6(9), 947-957.

Lin, X., & Mowen, J.C. (1994). Time Orientation and Consumer Behaviour: Theoretical and Scale Development. American Marketing Association, Summer, 277-83.

Louise, K., Kerr, G., & Drennan, J. (2010). Advoidance of Advertising in Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising, 10( 2), 16-27.

Malhotra, N. K., Kim, S., & Agarwal, J. (2004). Internet users’ information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research, 15(4), 336–355.

Mcneal, J. U. (2007). On Becoming A Consumer, The Development Of Consumer Behavior Patterns In Childhood. Elsevier Inc.: USA, 19.

Nettelhorst, S. C., & Brannon, L. A. (2012). The effect of advertisement choice on attention. Computers in Human Behavior, 28(2), 683-687.

Obermiller, C., Spangenberg, E., & Maclachlan, D. (2005). Ad Skepticism: The Consequences of Disbelief. Journal of Advertising, 34(3), 7-17.

Okazaki, S., Molina, F. J., & Hirose, M. (2012). Mobile advertising avoidance: exploring the role of ubiquity. Electronic Markets, 22(3), 169–183. doi:10.1007/s12525-012-0087-1.

Pagendarm, M., & Schaumburg, H. (2001). Why Are Users Banner-Blind? The Impact of Navigation Style on the Perception of Web Banners. Journal of Digital Information, 2(1), 33-45.

Prendergast, G. P., Tsang, S. L., & Cheng, R. A. (2014). Predicting handbill avoidance in Hong Kong and the UK. European Journal of Marketing, 48(1/2), 132-146.

Rojas-Méndez, J. I., & Davies, G. (2005). Avoiding television advertising: some explanations from time allocation theory. Journal of Advertising Research, 45(1), 34-48.

Rojas-Méndez, J. I., & Davies, G. (2017). Time Pressure and Time Planning in Explaining Advertising Avoidance Behavior. Journal of Promotion Management, 23(4), 481–503.

Seyedghorban, Z., Tahernejad, H., & Matanda, M. J. (2015). Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension. Journal of Advertising, 45(1), 120–129.

Shin, W., & Lin, T. T.-C. (2016). Who avoids location-based advertising and why? Investigating the relationship between user perceptions and advertising avoidance. Computers in Human Behavior, 63, 444-452.

Sifo Research International. (2008). Advertising Advoidance: The Quiet Consumer Revolt. Stockhom: SIFO Research International.

Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information privacy: measuring individuals' concerns about organizational practices. MIS Quarterly, 20(2), 167-196.

Song, H., & Jiang. Y. (2017). Online Personalized Advertising Avoidance by Chinese Consumers: The Effect of Consumer Good Types. Noble International Journal of Business and Management Research, 01(06), 107-117.

Sung-Hee, J. (2016). An exploratory study on avoidance of mobile video ad: role of perceived ad value, ad intrusiveness and motivations to view mobile video. Asian Journal of Information and Communications, 8(2), 78-95.

Speck, P. S., & Elliott, M. T. (1997). Predictors of Advertising Avoidance in Print and Broadcast Media. Journal of Advertising, 26, 61-76.

Wolburg, J. (2001). Misplaced marketing: Why television is the “wrong” environment for public service advertising campaigns. Journal of Consumer Marketing, 18(6), 471-473.

Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. The Journal of Computer Information Systems, 47(2), 9–19.

Zimmerman, M. J., & Bradley, B. (2019). Intrinsic vs. Extrinsic Value. The Stanford Encyclopedia of Philosophy. Edward N. Zalta (ed.). URL =

Most read articles by the same author(s)

فروشگاه اینترنتی