This study was designed ca provide insights into why people avoid advertising on the Internet. Recent negative trends in Internet advertising, such a.s "banner blindness" and extremely low click-through rates, make it imperative to study various factors affecting Internee ad avoidance. Accordingly, this study builds a comprehensive theoretical model explaining advertising avoidance on the Internet, We examined three latent variables of Internet ad avoidance: perceived goal impediment, perceived ad clutter, and prior negative experience. We found that these constructs successfully explain why people cognitively, affectively, and behaviorally avoid advertising messages on the Internet. Perceived goal impediment Is found to be the most significant antecedent explaining advertising avoidance on the Internet.