I am avoiding it! a seniors' perspectives about advertising

Bibliographic Details
Main Author: Loureiro, S.
Publication Date: 2015
Other Authors: Gonçalves, D.
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10071/25194
Summary: 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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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling I am avoiding it! a seniors' perspectives about advertisingSeniors consumersAd avoidanceAd irritationAd skepticismAttitude toward adYouTubeTV advertisingThe 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.Euromed press2022-04-27T11:13:03Z2015-01-01T00:00:00Z20152022-04-27T12:12:36Zconference objectinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10071/25194eng978-9963-711-37-6Loureiro, S.Gonçalves, D.info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-07-07T02:32:58Zoai:repositorio.iscte-iul.pt:10071/25194Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T18:00:16.906272Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv I am avoiding it! a seniors' perspectives about advertising
title I am avoiding it! a seniors' perspectives about advertising
spellingShingle I am avoiding it! a seniors' perspectives about advertising
Loureiro, S.
Seniors consumers
Ad avoidance
Ad irritation
Ad skepticism
Attitude toward ad
YouTube
TV advertising
title_short I am avoiding it! a seniors' perspectives about advertising
title_full I am avoiding it! a seniors' perspectives about advertising
title_fullStr I am avoiding it! a seniors' perspectives about advertising
title_full_unstemmed I am avoiding it! a seniors' perspectives about advertising
title_sort I am avoiding it! a seniors' perspectives about advertising
author Loureiro, S.
author_facet Loureiro, S.
Gonçalves, D.
author_role author
author2 Gonçalves, D.
author2_role author
dc.contributor.author.fl_str_mv Loureiro, S.
Gonçalves, D.
dc.subject.por.fl_str_mv Seniors consumers
Ad avoidance
Ad irritation
Ad skepticism
Attitude toward ad
YouTube
TV advertising
topic Seniors consumers
Ad avoidance
Ad irritation
Ad skepticism
Attitude toward ad
YouTube
TV advertising
description 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.
publishDate 2015
dc.date.none.fl_str_mv 2015-01-01T00:00:00Z
2015
2022-04-27T11:13:03Z
2022-04-27T12:12:36Z
dc.type.driver.fl_str_mv conference object
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/25194
url http://hdl.handle.net/10071/25194
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 978-9963-711-37-6
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Euromed press
publisher.none.fl_str_mv Euromed press
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833597126106415104

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