I AM AVOIDING IT! A SENIORS' PERSPECTIVES ABOUT ADVERTISING

被引：0
|
作者：
Loureiro, Sandra Maria Correia [1 ,2 ]
Goncalves, Diogo [3 ]
机构：
[1] Inst Univ Lisboa ISCTE IUL, Business Res Unit BRU UNIDE, Lisbon, Portugal
[2] SOCIUS, Lisbon, Portugal
[3] Inst Univ Lisboa ISCTE IUL, Lisbon, Portugal
来源：
INNOVATION, ENTREPRENEURSHIP AND SUSTAINABLE VALUE CHAIN IN A DYNAMIC ENVIRONMENT | 2015年
关键词：
seniors consumers; ad avoidance; ad irritation; ad skepticism; attitude toward ad; YouTube; TV advertising;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
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页码：2635 / 2637
页数：3
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