R
Repositório do ISCTE-IUL
Guest
Breve resumo:
Info Adicional:
Autor:
Clica para continuares a ler...
Title: I am avoiding it! a seniors' perspectives about advertising
Authors: Loureiro, S.; Gonçalves, D.
Editors: Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos
Abstract: 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.
Authors: Loureiro, S.; Gonçalves, D.
Editors: Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos
Abstract: 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.
Info Adicional:
Title: I am avoiding it! a seniors' perspectives about advertising Authors: Loureiro, S.; Gonçalves, D. Editors: Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos Abstract: 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.
Autor:
Clica para continuares a ler...