Year: 2017
Type: article
Study design: Observational Study
Abstract: The current study adopts the consumer socialization framework to assess the socio-economic factors influencing advertising avoidance across newspapers, magazines, radio, and television via an online survey of 2,002 U.S.adults. Results show that attitude toward advertising in general is the strongest predictor of advertising avoidance, and that greater peer communication about consumption and amount of media usage are overall inversely related with this behavior. The data also demonstrates no gender differences, but that AngloAmericans and those of higher age, income, and education avoid the most advertising across all four media.
DOI: 10.29333/ojcmt/2597
Institutions: University of Akron, Texas Christian University, Korea University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2804589690