Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

Abstract

The proliferation of advertising in all communication media causes consumers to perceive a significant amount of competitiveness between advertised products, as well as to feel overwhelmed by the intrusiveness of their advertisements. When taken together, these dimensions form the concept ''advertising clutter.'' A review of the literature shows that perceived intrusiveness is the main component of the perception of clutter. Advertising clutter can prompt undesired behaviors (e.g., advertising avoidance) as well as attitudes contrary to those that companies' advertising campaigns hope to achieve. It also leads to diminished advertising efficacy in terms of consumer memory, a decrease in positive attitudes towards the message and brand, as well as declined purchasing intention and, therefore, sales. In this article, the main consequences of advertising clutter for consumers in online media are reviewed and discussed. To that end, a theoretical review of this concept and its main dimensions is performed; special attention is paid to the online context. Finally, some practical recommendations and research opportunities are pointed out.

Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi

“…Hasil dari penelitian ini sejalan dengan penelitian oleh penelitian Rejón-Guardia danMartínez-López (2014) dan Kelly, Kerr dan Drennan (2010) yang menyatakan bahwa semakin iklan itu dirasa mengganggu oleh seseorang, maka akan semakin menghasilkan sikap negatif seseorang terhdadap iklan yang salah satunya advertising avoidance. Hal ini juga didukung oleh penelitian Seyedghorban, Tahernejad dan Matanda (2016) bahwa perceived goal impediment berpengaruh secara positif signifikan terhadap advertising avoidance.…”

Online viewers’ choices over advertisement number and duration

“…Thus far, an antecedent includes need for cognition (Cacioppo and Petty, 1982;Nettelhorst and Brannon, 2012b) while measured consequences/outcomes include a priori advertisement expectations (Nettelhorst et al, 2014), attention Brannon, 2012a, 2012b), attitudes (Schlosser and Shavitt, 2009) and cognitive effort (Nettelhorst et al, 2017). One important omission in research is exploring the relationship between advertisement choice and various advertisement avoidance behaviors (Jin and Villegas, 2006;Rej on-Guardia and Martínez-L opez, 2014;Seyedghorban et al, 2016) including physical, cognitive and mechanical forms (Bellman et al, 2010). Finally, research on advertisement choice can investigate the mechanisms of the strategy itself.…”

On the regulation of personal data distribution in online advertising platforms

“…Due to structure limitations, traditional advertising consisted in massively flooding media with generic ads. Though such massiveness brought interesting revenues, it turned annoying for customers (Rejón-Guardia and Martínez-López, 2014) and caused rejection due to the lack of usability that provoked on web sites. On the other hand, with the rise of the Internet, more granularity became available with regard to user data.…”