The art and science behind advertising avoidance

• المؤلفون الرئيسيون: Ng, Chee Shyan, Ho, Jia Min
• مؤلفون آخرون: Gerrit Maus
• التنسيق: Final Year Project
• اللغة: English
• منشور في: Nanyang Technological University 2020
• الموضوعات: Social sciences::Communication::Promotional communication; Social sciences::Psychology::Applied psychology
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/138150

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...