2004/12/01 by Chang-Hoan Cho, University of Texas at Austin) is a as- · 822 citations
Decision Sciences · Psychology · Social Sciences · #Advertising #Antecedent (behavioral psychology) #Business #Computer science #Digital Marketing and Social Media #Impact of Technology on Adolescents #Internet privacy #Internet users #Online advertising #Psychology #Social psychology #Technology Adoption and User Behaviour #The Internet #World Wide Web
paper · doi:10.1080/00913367.2004.10639175
published in Journal of Advertising 33(4), 89-97 (Taylor & Francis)
openalex publication_date 2004/12/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/04
This study was designed to provide insights into why people avoid advertising on the Internet. Recent negative trends in Internet advertising, such as "banner blindness" and extremely low click-through rates, make it imperative to study various factors affecting Internet ad avoidance. Accordingly, this study builds a comprehensive theoretical model explaining advertising avoidance on the Internet. We examined three latent variables of Internet ad avoidance: perceived goal impediment, perceived ad clutter, and prior negative experience. We found that these constructs successfully explain why people cognitively, affectively, and behaviorally avoid advertising messages on the Internet. Perceived goal impediment is found to be the most significant antecedent explaining advertising avoidance on the Internet.