The art and science behind advertising avoidance
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...
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Nanyang Technological University
2020
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sg-ntu-dr.10356-1381502020-04-27T04:01:24Z The art and science behind advertising avoidance Ng, Chee Shyan Ho, Jia Min Gerrit Maus School of Social Sciences maus@ntu.edu.sg Social sciences::Communication::Promotional communication Social sciences::Psychology::Applied psychology 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 to design an advertisement that is beneficial to both consumers and advertisers. This paper analyses the reasons why consumers avoid advertisements. We have conducted a literature review on existing studies regarding advertising avoidance. Influential and well-studied factors are discussed. Predictors of advertising avoidance are mainly described from the consumer (advertising value, advertising intrusiveness, goal impediment, advertising clutter) and advertiser viewpoints (advertising scepticism, prior negative experience, perceived personalization of advertisement, privacy concern). Subsequently, two prominent theories have been discussed in this paper to explain advertising avoidance, namely psychological reactance theory and time allocation theory. In addition, the demographic characteristics of consumers (education level, income, age, gender) who are more likely to engage advertising avoidance have been analysed. The outcomes of advertising avoidance such as memory of the advertising content, purchase intention and damaged brand equity are reviewed. Lastly, we offered several strategies to advertisers to improve the effectiveness of the advertisements. Bachelor of Arts in Psychology 2020-04-27T04:01:24Z 2020-04-27T04:01:24Z 2020 Final Year Project (FYP) https://hdl.handle.net/10356/138150 en application/pdf Nanyang Technological University |
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Social sciences::Communication::Promotional communication Social sciences::Psychology::Applied psychology Ng, Chee Shyan Ho, Jia Min The art and science behind advertising avoidance |
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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 to design an advertisement that is beneficial to both consumers and advertisers. This paper analyses the reasons why consumers avoid advertisements. We have conducted a literature review on existing studies regarding advertising avoidance. Influential and well-studied factors are discussed. Predictors of advertising avoidance are mainly described from the consumer (advertising value, advertising intrusiveness, goal impediment, advertising clutter) and advertiser viewpoints (advertising scepticism, prior negative experience, perceived personalization of advertisement, privacy concern). Subsequently, two prominent theories have been discussed in this paper to explain advertising avoidance, namely psychological reactance theory and time allocation theory. In addition, the demographic characteristics of consumers (education level, income, age, gender) who are more likely to engage advertising avoidance have been analysed. The outcomes of advertising avoidance such as memory of the advertising content, purchase intention and damaged brand equity are reviewed. Lastly, we offered several strategies to advertisers to improve the effectiveness of the advertisements. |
author2 |
Gerrit Maus |
author_facet |
Gerrit Maus Ng, Chee Shyan Ho, Jia Min |
format |
Final Year Project |
author |
Ng, Chee Shyan Ho, Jia Min |
author_sort |
Ng, Chee Shyan |
title |
The art and science behind advertising avoidance |
title_short |
The art and science behind advertising avoidance |
title_full |
The art and science behind advertising avoidance |
title_fullStr |
The art and science behind advertising avoidance |
title_full_unstemmed |
The art and science behind advertising avoidance |
title_sort |
art and science behind advertising avoidance |
publisher |
Nanyang Technological University |
publishDate |
2020 |
url |
https://hdl.handle.net/10356/138150 |
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1681058944891486208 |