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Annual Conference 2019

du 28 au 31 March 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.

Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.


2.2a Ad Avoidance Predictors: An Ad Blocker User Perspective

vendredi 29 mars 2019 à 13:00–14:30 CDT
2-Normandy B
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

Additional Authors

Yoo Jin Chung, University of Florida
Xiaomeng Maggie Lan, University of Florida
Lisa-Charlotte Wolter, Hamburg Media School
Chargement en cours …