Three Anecedents Of Advertising Avoidance In The Internet
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Advertising avoidance online:-
Cho and cheon (2004) model:-
They proposed three antecedents of online avoidance of advertisement:- interruption of tasks, internet sites cluttered with information, and of negative experience in the past with internet.
Fig shows the relationship between three antecedents of advertising avoidance online:- In the given fig: the first antecedent of online advertisement avoidance is perceived goal impedent.it is considered as an important factor as internet (social network, Google) is more task oriented than the traditional media channels like TV. Advertisements like pop up advertisement, distracting advertisement, or the ads which require an immediate attention may force a user to delete that ad because of creating hindrance in between the work and may change a user perspective towards it. (Cho and Cheon 2004)
The second antecedent of online advertisement avoidance is perceived ad clutter, this can also act as a distraction for a user and may force to complete ignorance of the ad .According to (Cho and cheon 2004) if these perceived clutter is in excessive, users are likely to face difficulty in discriminating the messages, which could result in pay no attention to them of all.
Third antecedent of online advertisement is prior negative experiences, it includes all those instances in which online advertising is illusive or overstate, or lead users to incorrect sites.(Cho and cheon 2004).this type of advertisements has forced in change of