The art and science behind advertising avoidance

• Main Authors: Ng, Chee Shyan, Ho, Jia Min
• Other Authors: Gerrit Maus
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Social sciences::Communication::Promotional communication; Social sciences::Psychology::Applied psychology
• Online Access: https://hdl.handle.net/10356/138150
• Institution: Nanyang Technological University

The advancement of technology gives rise to advertising avoidance. Removing advertisements undoubtedly improves the browsing experience of consumers but it is detrimental to the profitability of the advertisers. This emerging trend calls for a better understanding on advertising avoidance in order t...