The impact of advertising attitudes on the intensity of TV ads avoiding behavior

Abstract

This study seeks mainly to identify the impact of advertising attitudes on the intensity of TV advertisements avoiding behavior. It contributes to the very limited literature in the field of TV ads avoiding behaviour through comparing light and heavy TV ads avoiders in terms of their attitudes to TV ads. Discriminant analysis was used to discriminate between these two groups of TV ads avoiders and then t-test was used to investigate the hypothesis related to their attitudes to TV advertisements. Principal component factor analysis was also used to identify the different factors of attitudes towards TV ads. Six attitudinal factors were revealed: reliability of TV ads, value distortion, consumers’ showing off, enjoyment, usefulness of TV ads, and embarrassment. The study shows that the more negative the attitudes to TV ads, the greater the intensity of TV ads avoidance and vice versa. Advertisers should consider that ads avoidance is a real fact which cannot be ignored. Therefore, they must take this avoidance into consideration in planning and executing advertising campaigns. Finally, this study offers a number of academic and practical recommendations.