TY - JOUR
T1 - Stay away from me
AU - Baek, Tae
AU - Morimoto, Mariko
PY - 2012/4/1
Y1 - 2012/4/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84859027558&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84859027558&partnerID=8YFLogxK
U2 - 10.2753/JOA0091-3367410105
DO - 10.2753/JOA0091-3367410105
M3 - Article
AN - SCOPUS:84859027558
VL - 41
SP - 59
EP - 76
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 1
ER -