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Advertising Avoidance: A Consumer Socialization Perspective
de Gregorio, Federico Jung, Jong-Hyuok Sung, Yongjung
de Gregorio, Federico
Jung, Jong-Hyuok
Sung, Yongjung
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Composer
Publisher
Bastas Publications
Date
2017
Additional date(s)
Abstract
The current study adopts the consumer socialization framework to assess the socio-economic factors influencing advertising avoidance across newspapers, magazines, radio, and television via an online survey of 2,002 U.S.adults. Results show that attitude toward advertising in general is the strongest predictor of advertising avoidance, and that greater peer communication about consumption and amount of media usage are overall inversely related with this behavior. The data also demonstrates no gender differences, but that AngloAmericans and those of higher age, income, and education avoid the most advertising across all four media.
Contents
Subject
Advertising
Consumption (economics)
Psychology
Newspaper
Perspective (graphical)
Consumer socialization
Product placement
Peer communication
Consumption (economics)
Psychology
Newspaper
Perspective (graphical)
Consumer socialization
Product placement
Peer communication
Subject(s)
Research Projects
Organizational Units
Journal Issue
Genre
Description
Format
Department
Strategic Communication