Advertising avoidance: a literature review

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Published: Feb 1, 2021
DOI: https://doi.org/10.14807/ijmp.v12i1.1264
Keywords:
Advertising avoidance Customers' perceptions Intrinsic value Individual characteristics Time orientation

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Vi Truc Ho
Industrial University of Ho Chi Minh City
صندلی اداری

Abstract

The avoidance of advertising is highly relevant to the audience, the general attitude towards the advertising and in some cases, it will cause aversion, the boycott of a brand regardless of the one billion designed advertising like how. This study aims to systematically examine and review existing research conducted in the area of advertising avoidance. By elaborating and summarizing various studies, the author provides an overview of the main trends mentioned in the literature regarding avoiding advertising. In this review, the author summarizes the four elementary schools that researchers are aiming to evade advertising, including the intrinsic value of advertising, customer perceptions, and testing for differences in personalizing and the theory of time in advertising.  The avoidance of advertising has experimented under different media from newspapers, television, the internet ... however, depending on the different forms, the evading behavior of customers is different. Furthermore, the constraints consider future studies to examine further discussion and the proposed directions.

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Vol. 12 No. 1 (2021): Independent Journal of Management & Production
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Articles
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