Behboudi, Mehdi; Koshksaray, Amir Abedini - In: International Journal of Innovation in the Digital … 8 (2017) 4, pp. 1-17
This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon (2004)'s model, and … differences (initial ad avoidance), perceived ad clutter, prior negative experience, and perceived goal impediment (further ad … avoidance) collectively explain why people avoid advertising on the Internet. The authors found that avoidance has two key …