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Journal of Advertising Volume 41, 2012 - Issue 1
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Original Article

Stay Away From Me

Tae Hyun Baek Department of Communication Studies, Indiana University-Southeast
&
Mariko Morimoto Department of Marketing Communication, Emerson College
Pages 59-76 | Published online: 04 Mar 2013
 
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Abstract

This study attempts to identify the potential determinants of advertising avoidance in the context of personalized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad avoidance and its three determinants (perceived personalization, privacy concerns, and ad irritation), both privacy concerns and ad irritation have a direct positive effect on ad avoidance. However, increased perceived personalization leads directly to decreased ad avoidance.

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