TY - JOUR
T1 - Antecedents to advertising avoidance in china
AU - PRENDERGAST, Gerard P
AU - Cheung, Wah Leung
AU - West, Douglas
N1 - Copyright:
Copyright 2017 Elsevier B.V., All rights reserved.
PY - 2010
Y1 - 2010
N2 - Advertising avoidance remains one of the most challenging elements in campaign planning. Strong commercial production values, glossy magazine advertisements and the endorsements of highly paid celebrities count for little if people simply avoid the advertising. This study builds on previous research on the topic by extending the range of psychological variables examined and assessing their influence in China, a country where advertising has a relatively short history. Survey data are collected on advertising avoidance in China. The article proposes a new passive-active framework to explain observations of avoidance behavior. The results of interviews with over 400 respondents in Shanghai indicate that general attitudes towards advertising are an important predictor of advertising avoidance in both broadcast and print media, with a more negative attitude towards advertising resulting in higher levels of advertising avoidance. The presence of others and individual time pressure are important predictors of advertising avoidance in the broadcast media.
AB - Advertising avoidance remains one of the most challenging elements in campaign planning. Strong commercial production values, glossy magazine advertisements and the endorsements of highly paid celebrities count for little if people simply avoid the advertising. This study builds on previous research on the topic by extending the range of psychological variables examined and assessing their influence in China, a country where advertising has a relatively short history. Survey data are collected on advertising avoidance in China. The article proposes a new passive-active framework to explain observations of avoidance behavior. The results of interviews with over 400 respondents in Shanghai indicate that general attitudes towards advertising are an important predictor of advertising avoidance in both broadcast and print media, with a more negative attitude towards advertising resulting in higher levels of advertising avoidance. The presence of others and individual time pressure are important predictors of advertising avoidance in the broadcast media.
UR - http://www.scopus.com/inward/record.url?scp=84929521724&partnerID=8YFLogxK
U2 - 10.1080/10641734.2010.10505287
DO - 10.1080/10641734.2010.10505287
M3 - Journal article
AN - SCOPUS:84929521724
SN - 1064-1734
VL - 32
SP - 87
EP - 100
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -