Stay away from me

Tae Baek, Mariko Morimoto

Research output: Contribution to journalArticle

155 Citations (Scopus)

Abstract

This study attempts to identify the potential determinants of advertising avoidance in the context of personalized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad avoidance and its three determinants (perceived personalization, privacy concerns, and ad irritation), both privacy concerns and ad irritation have a direct positive effect on ad avoidance. However, increased perceived personalization leads directly to decreased ad avoidance.

Original languageEnglish
Pages (from-to)59-76
Number of pages18
JournalJournal of Advertising
Volume41
Issue number1
DOIs
Publication statusPublished - 2012 Apr 1

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ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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