Universal differences in advertising avoidance behavior: A cross-cultural study
Journal of Business Research 62 (2009) 947–954
Contents lists available at ScienceDirect
Journal of Business Research
Universal differences in advertising avoidance behavior: A cross-cultural study
José I. Rojas-Méndez a,⁎, Gary Davies b,1, Canan Madran c,2 a b c Sprott School of Business, Carleton University, 925 Dunton Tower, 1125 Colonel By Drive, Ottawa, Ontario, Canada K1S 5B6
Manchester Business School, The University of Manchester, Booth Street West, Manchester, M15 6PB, United Kingdom
Faculty of Economics and Administrative Sciences, Cukurova University, Adana, Turkey
a r t i c l e
i n f o
Article history:
Received 1 September 2007
Received in revised form 1 July 2008
Accepted 1 August 2008
Keywords:
Mechanical and behavioral advertising avoidance
Demographics
Attitude toward advertising
Polychronicity
a b s t r a c t
The avoidance of TV advertising categories often include either mechanical (e.g., switching channels) or behavioral (e.g., talking to someone). Previous research seeking to explain avoidance with demographic and attitudinal factors shows conflicting results. Our aims are: to identify from these factors any that might consistently predict avoidance (by conducting surveys in three quite different cultures, the UK, Chile and Turkey), and: to compare the influence of demographic factors on avoidance with those of attitude to advertising. Males use more mechanical avoidance methods, whereas females use more behavioral avoidance methods. More educated people generally report higher behavioral avoidance. Family size and age help to explain avoidance in some countries but not in others. A negative overall attitude towards advertising is important generally in explaining mechanical avoidance. Behavioral avoidance is more important and is best explained by a combination of demographic and attitudinal factors. Country of residence is significant in predicting behavioral avoidance.
© 2008 Elsevier Inc. All
Contents lists available at ScienceDirect
Journal of Business Research
Universal differences in advertising avoidance behavior: A cross-cultural study
José I. Rojas-Méndez a,⁎, Gary Davies b,1, Canan Madran c,2 a b c Sprott School of Business, Carleton University, 925 Dunton Tower, 1125 Colonel By Drive, Ottawa, Ontario, Canada K1S 5B6
Manchester Business School, The University of Manchester, Booth Street West, Manchester, M15 6PB, United Kingdom
Faculty of Economics and Administrative Sciences, Cukurova University, Adana, Turkey
a r t i c l e
i n f o
Article history:
Received 1 September 2007
Received in revised form 1 July 2008
Accepted 1 August 2008
Keywords:
Mechanical and behavioral advertising avoidance
Demographics
Attitude toward advertising
Polychronicity
a b s t r a c t
The avoidance of TV advertising categories often include either mechanical (e.g., switching channels) or behavioral (e.g., talking to someone). Previous research seeking to explain avoidance with demographic and attitudinal factors shows conflicting results. Our aims are: to identify from these factors any that might consistently predict avoidance (by conducting surveys in three quite different cultures, the UK, Chile and Turkey), and: to compare the influence of demographic factors on avoidance with those of attitude to advertising. Males use more mechanical avoidance methods, whereas females use more behavioral avoidance methods. More educated people generally report higher behavioral avoidance. Family size and age help to explain avoidance in some countries but not in others. A negative overall attitude towards advertising is important generally in explaining mechanical avoidance. Behavioral avoidance is more important and is best explained by a combination of demographic and attitudinal factors. Country of residence is significant in predicting behavioral avoidance.
© 2008 Elsevier Inc. All
References: Broadcasters Audience Research Board. http://www.barb.co.uk/, 2007.