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2.2a Ad Avoidance Predictors: An Ad Blocker User Perspective
Abstract
This study explores how ad blocker users are different from non-users in terms of their cognitive, affective, and behavioral ad avoidance in an online environment. Integrating the previous ad avoidance literature, this study also explored the factors¾perceived negativity of ad, perceived value of ad, media usage, and demographics that are associated with three dimensions of ad avoidance and the differences for both user groups. Using a survey method recruited from the actual ad blocker users and non-users (N= 582), this study reveals that two groups are not significantly different in terms of their nature of online ad avoidance. However, the results reveal that there are different predictors that are associated with ad avoidance depending on the use of ad blocker. The results suggest that media consumption patterns might play a different role in cognitive ad avoidance. Perceived goal impediment was important for both user groups in terms of affective ad avoidance, but users were more influenced by perceived lack of utility while non-users were more influenced by perceived sacrifice. For behavioral ad avoidance, both user groups are positively associated with perceived negativity of goal impediment and sacrifice.
First & Corresponding Author
Sylvia Chan-Olmsted, University of Florida
Authors in the order to be printed.
Sylvia Chan-Olmsted, University of Florida; Yoo Jin Chung, University of Florida; Xiaomeng "Maggie" Lan, University of Florida; Lisa-Charlotte Wolter, Hamburg Media School