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Publication Detailed Description
8th EuroMed Conference of the EuroMed Academy of Business, Conference Book Proceedings
Year (definitive publication)
2015
Language
English
Country
Italy
More Information
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Abstract
The aims are to analyze (i) the relationship between drivers to ad avoidance among senior
viewers and (ii) compare the perceptions about those drivers between TV advertising and
YouTube advertising. Findings reveal that irritation seems to be the crucial factor that lead
consumers to avoid whacking advertisings. A negative attitude toward advertising and
skepticism do not mediate the effect between advertising irritation and avoidance.
Acknowledgements
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Keywords
Seniors consumers,Ad avoidance,Ad irritation,Ad skepticism,Attitude toward ad,YouTube,TV advertising
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
