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Export Reference (APA) 
Loureiro, S. M. C. (2018). Tell what you want but do not irritate me: a senior perspective about advertising. Journal of Promotion Management. 24 (2), 198-214
Export Reference (IEEE) 
S. M. Loureiro,  "Tell what you want but do not irritate me: a senior perspective about advertising", in Journal of Promotion Management, vol. 24, no. 2, pp. 198-214, 2018
Export BibTeX 
@article{loureiro2018_1716147121303,
	author = "Loureiro, S. M. C.",
	title = "Tell what you want but do not irritate me: a senior perspective about advertising",
	journal = "Journal of Promotion Management",
	year = "2018",
	volume = "24",
	number = "2",
	doi = "10.1080/10496491.2017.1360825",
	pages = "198-214",
	url = "http://www.tandfonline.com/doi/full/10.1080/10496491.2017.1360825"
}
Export RIS 
TY  - JOUR
TI  - Tell what you want but do not irritate me: a senior perspective about advertising
T2  - Journal of Promotion Management
VL  - 24
IS  - 2
AU  - Loureiro, S. M. C.
PY  - 2018
SP  - 198-214
SN  - 1049-6491
DO  - 10.1080/10496491.2017.1360825
UR  - http://www.tandfonline.com/doi/full/10.1080/10496491.2017.1360825
AB  - This study provides an understanding of the underlying processes and attitudes toward advertising while watching in TV and YouTube. We intend to contribute to better understand what could lead senior consumers to avoid advertising. The aims are to (i) analyze the relationship between drivers to ad avoidance among senior viewers and (ii) compare the perceptions about those drivers between TV advertising and YouTube advertising among senior viewers. A sample of 214 senior viewers provided data to test the hypotheses. Findings reveal that irritation seems to be the crucial factor that lead consumers to avoid whacking advertising. A negative attitude toward advertising and skepticism do not mediate the effect between advertising irritation and avoidance. The article also provides managerial implications and suggestions to further research.
ER  -