A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them

Fransen, Marieke L.; Verlegh, Peeter W.J.; Kirmani, Amna; Smit, Edith G.

doi:10.1080/02650487.2014.995284

Cited by 215 publications

(149 citation statements)

References 51 publications

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“…A typology of resistance strategies shows that consumers can resist not only by avoidance, but also by contesting or empowering (Fransen et al 2015). Contesting includes counterarguing the content and dismissing the source, whereas empowering implies reassuring one's existing attitude (Fransen et al 2015). Future research should investigate whether the three generations differ in their use of resistance strategies.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

“…An explanation for not finding this outcome is that the newspaper generation might use other ways than avoidance to resist advertising. A typology of resistance strategies shows that consumers can resist not only by avoidance, but also by contesting or empowering (Fransen et al 2015). Contesting includes counterarguing the content and dismissing the source, whereas empowering implies reassuring one's existing attitude (Fransen et al 2015).…”

Section: Conclusion and Discussionmentioning

confidence: 99%

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Media generations and their advertising attitudes and avoidance: a six-country comparison

Goot

Rozendaal

Opree

et al. 2016

International Journal of Advertising

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This cross-national survey (N = 5784) examined generational differences in media use, advertising attitudes and avoidance for five media (websites, social media, mobile phones, television, newspapers) in six countries (Germany, Spain, United Kingdom, United States, France, and the Netherlands). The results showed that the net generation and the newspaper generation, but not the TV generation, were clearly distinct in the frequency of their media use in all six countries. For advertising attitudes, generational patterns were visible, however, neither for all media nor in all countries. When generational differences did occur, the net generation was on the positive end, whereas the newspaper generation was usually the most negative. For advertising avoidance, generational patterns were less present and consistent. The findings point out interesting directions for future research. Practical implications for advertisers and media planners are discussed.

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Section: Conclusion and Discussionmentioning

confidence: 99%

Section: Conclusion and Discussionmentioning

confidence: 99%

Media generations and their advertising attitudes and avoidance: a six-country comparison

Goot

Rozendaal

Opree

et al. 2016

International Journal of Advertising

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“…Under these situations, to enhance persuasion, advertisers use a variety of tactics that coercively attracts audience attention to increase the delivery of their advertisement messages [12]. However, recent conditions suggest that the use of these tactics oftentimes lead to contradicting results, negatively shaping the ad performance.…”

Section: Inducing Agents Of Web Ads and Its Subsequent Performancementioning

confidence: 99%

“…Regarding behavioral responses, researchers have examined how users will either watch or divert their attention elsewhere when an advertisement starts playing, distinguishing their behaviors as zapping, zipping, or muting when the advertisement start [15]. Other researchers have taken a similar approach, suggesting that online users prefer not seeing or hearing the ad which leads to behaviors such as leaving the website or skipping the advertising [12].…”

Section: Inducing Agents Of Web Ads and Its Subsequent Performancementioning

confidence: 99%

Coercive Tactics and Web Advertising Performance

2017

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By questioning contemporary coercive or intrusive web advertising activities, this study sheds light on the recent conditions of web advertising by focusing on a comprehensive process that leads to web ad performance. A total of 400 questionnaires were distributed by the principal investigators of this study. 170 were returned from 200 distributed questionnaires given in South Korea and 100 were returned from 200 distributed questionnaires in China. The responses total 248 out of 400 distributed questionnaires. The relationships among the measured factors are analyzed by the structural equation modeling method. Results show that the use of web ad tactics often leads to negative consequences, creating a user present avoidance behavior condition towards both the ad and ad-hosting website. In terms of the performance of the ad-hosting website, website retention was strongly influenced by content blocking. In addition, the results of the comparative test suggest that the influence of avoidance on advertising performance is stronger among users of newspaper websites than e-commerce websites.

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“…Examples are framing techniques (Gamliel and Herstein, 2012;Krishen et al, 2014;McKechnie et al, 2012), the foot-in-the-door technique (Fennis et al, 2009;Freedman and Fraser, 1966;Pascual et al, 2013), low-balling (Burger et al, 1981;Cialdini et al, 1978), door-in the-face technique (Burger, 1999;Cialdini et al, 1975) and disrupt-then-reframe technique (Davis and Knowles, 1999;Fennis et al, 2004). Approaching consumers in an indirect manner reduces the possibility that consumers show reactance to persuasion (Fransen et al, 2015), which is one of the major disadvantages of direct persuasion techniques (Aronson, 2007). Indirect persuasion enhances the likelihood that a persuasion attempt will succeed (Brehm, 1966;Lunardo and Roux, 2015).…”

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confidence: 99%

Self-persuasion as marketing technique: the role of consumers’ involvement

Bernritter

Ooijen

Müller

2017

European Journal of Marketing

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Purpose -This paper aims to demonstrate that self-persuasion can be used as a marketing technique to increase consumers' generosity and that the efficacy of this approach is dependent on consumers' involvement with target behavior.Design/methodology/approach -An experimental field-study was conducted to investigate the effects of self-persuasion versus direct persuasion attempts versus no persuasion attempts on consumers' tipping behavior in a lunchroom. Additionally, in a lab experiment, the moderating role of involvement on self-persuasion versus direct persuasion was tested.Findings -The results reveal that self-persuasion is more effective than direct persuasion attempts or no persuasive messages in increasing consumers' generosity. This is moderated by consumers' involvement with the target behavior. For consumers with high involvement, self-persuasion is more effective than direct persuasion, while no differences were found for consumers with moderate or low involvement.Practical implications -The scope of self-persuasion is not limited to the inhibition of undesired behavior, but it also extends to the facilitation of desired behavior, which considerably broadens the scope of this technique. Self-persuasion might be used as a marketing technique to influence consumers' purchase behavior. This might be particularly viable in situations in which consumers feel high involvement with products or behavior.Originality/value -Recently, research in health psychology demonstrated that self-persuasion is a very effective way of inhibiting undesired, addictive behavior and being more successful than direct persuasion. Yet, insufficient knowledge is available about the efficacy of self-persuasion with regard to promoting other

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A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them

Cited by 215 publications

References 51 publications

Media generations and their advertising attitudes and avoidance: a six-country comparison

Media generations and their advertising attitudes and avoidance: a six-country comparison

Coercive Tactics and Web Advertising Performance

Self-persuasion as marketing technique: the role of consumers’ involvement

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