for the journal of "why do people avaoid advertising on the internet?" and avoidance of advertising in social networking sites: The teenage perspective

1. REVIEW AND CRITIQUE OF
JOURNALS ARTICLE:
WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?
Journal of Advertising. vol. 33, no. 4 (Winter 2004), pp. 89-97
AND
AVOIDANCE OF ADVERTISING IN SOCIAL NETWORKING SITES: THE TEENAGE
PERSPECTIVE
Journal of Interactive Advertising, Vol 10 No 2(Spring 2010), pp. 16‐27.
By:
Noorazlin Ani

2. ABSTRACT
This study was designed to provide insights into why people avoid
advertising on the Internet. Recent negative trends in Internet
advertising, such as "banner blindness" and extremely low click-
through rates, make it imperative to study various factors affecting
Internee ad avoidance. Accordingly, this study builds a
comprehensive theoretical model explaining advertising avoidance
on the internet, researcher examined three latent variables of
Internet ad avoidance: perceived goal impediment, perceived ad
clutter, and prior negative experience. Researcher found that
these constructs successfully explain why people cognitively,
affectively, and behaviorally avoid advertising messages on the
Internet. Perceived goal impediment is found to be the most
significant antecedent explaining advertising avoidance on the
Internet.

3. PURPOSE OF STUDY
There are four purposes of this study:
1. To explore teenage attitude toward advertising in
online social networking environment
2. To understand how people avoid advertising messages
on the Internet
3. To detect various antecedents influencing Internet ad
avoidance
4. To suggest ways to decrease advertising avoidance on
the Internet.

4. RESEARCH PROBLEM
• This research demonstrates the consumer attitudes toward advertising. It also
highlights work on advertising avoidance and how it has escalated with increasing
media fragmentation, advertising clutter, and technological devices to avoid
advertising. The gap of the research aims to fill pertains to attitudes toward
advertising on social networking sites and whether advertising is welcomed as a
friend or avoided as an unwelcomed guest. This exploratory study asks five
important questions:
• RQ1: What are teenagers' perceptions of advertising on social networking sites?
• RQ2: Do teenagers avoid advertising on online social networking sites when they
believe it disrupts their goals online?
• RQ3: Do teenagers ignore advertising on online social networking sites when they
perceive that there is too much clutter in the medium?
• RQ4: Do teenagers avoid advertisements on online social networking sites if they
have had negative experiences with previous online advertisements?
• RQ5: Are there other reasons why teenagers avoid advertising in online social
networking sites?

5. RESEARCH PROBLEM
While another journal focuses on Advertising on
Internet which concerned with the speed of data access
and retrieval downloading time), which is less
applicable to other traditional media. Internet users
may have negative attitudes toward Internet ads when
they perceive that Internet ads slow down the speed of
data access. Internet involves more two-way
interactivity or voluntary action from consumers (e.g.,
clicking banners, hyperlinks, etc.), and thus, Internet ad
avoidance might encompass intentional refraining from
any further action (e.g. ignoring ads by intentionally not
clicking any hyperlink).

6. RESEARCH PROBLEM
• Measurement items thru online survey:
• Internet ad avoidance
• "When I visit Web sites,"
• Cognitive ad avoidance
• I intentionally don't put my eyes on pop-up ads.
• I intentionally don't put my eyes on any ads on the Web.
• I intentionally don't pay attention to banner ads.
• I intentionally don't pay attention to pop-up ads.
• I intentionally don't click on any ads on the Web, even if the ads draw my attention.
• Affective ad avoidance
• I hate banner ads.
• I hate pop-up ads.
• I hate any ads on the Web.
• It would be better if there were no banner ads on the Web.
• Behavioral ad avoidance
• I scroll down Web pages to avoid banner ads.
• I close windows to avoid pop-up ads.

7. RESEARCH METHOD
i) Snowball sampling
researcher made contacts with acquaintances who
had children, through the researchers' children's
friends and friends of friends, who fulfilled all three
criteria. Some of the participants were known, but not
well known, to the researchers. The acceptance rate
was high, with a total of 23 teenagers participating in
the mixed-gender focus groups, and a further 8
teenagers sharing their thoughts in in-depth
interviews.

8. RESEARCH METHOD
ii) On-line survey
This study employed an on-line survey to collect the
data relevant with paper's topic (Internet ad avoidance)
The sample size of 266 was relatively small considering
the nature of the study (a survey of Internet users). In
addition, the sample was limited to college students,
who may exhibit different ad-avoidance patterns and
reasons than those of other consumer segments. The
samples were collected in September 2002 from
students enrolled in three large undergraduate courses
at a large Southeastern university.

9. SIMILARITIES AND DIFFERENCES
BETWEEN TWO JOURNALS
There some similarities between this journal which is:
1) The researcher proposes three factors of advertising
avoidance online because of:
i) Perceive goal of impediment
ii) Perceive clutter on internet site
iii) Negative past experiences with internet
advertising
2) The researcher investigated advertising avoidance by
using internet as media
3) Focus group is teenagers

10. SIMILARITIES AND DIFFERENCES
BETWEEN TWO JOURNALS
The differences between these journals are:
1) Cho and Cheon's (2004) research investigates
advertising avoidance in the general Internet
environment, while Kelly, Kerr and Drennan (2010)
specifically the online social networking
environment.

11. RELATIONSHIPS BETWEEN
CONCEPTS/THEORIES/MODELS
WITH DATA IN AN ACADEMIC
RESEARCH
a) Push-Pull Model of Marketing Communication Schultz's
(2008)
b) Model of Advertising Avoidance Online Cho and Cheon's
(2004)
c) Theoretical Model - theory that designed to explain an entire
situation or behaviour, with the idea that it would eventually
be able to predict that behaviour.
d) Causal Model - an abstract model that describes the causal
mechanisms of a system. The model must express more than
correlation because correlation does not imply causation.

12. Push-pull model of marketing
communication Schultz’s (2008)
The push-pull model of marketing communication
shows that consumers control the information flow,
making their attitude toward advertising a critical
factor in determining whether a shield is erected and
when a message is received (Schultz 2008).

13. Model of Advertising Avoidance
Online Cho and Cheon's (2004)
shows the antecedent of advertising avoidance
online is perceived goal impediment, perceived ad
clutter, prior negative experiences.

14. HYPOTHESES CONSTRUCTION
WHICH IS APPROPRIATE WITH
CONCEPTS, THEORIES AND MODELS
• Perceived Goal Impediment Ad avoidance
• When Internet ads are a significant source of noise or nuisance, hindering
consumer efforts to browse Web content, they can disrupt consumer Web
page viewing, distract viewers from the Web page's editorial integrity, and
intrude on their search for desired information. For instance, consumers
might feel that the navigation process to locate desired content is difficult
on the Internet because Internet ads disrupt or intrude on their overall
search for desired information, which may result in a retreat from the
source of interference (i.e., ad avoidance). Therefore hypothesize that
perceived goal impediment, indicated by consumer search hindrance,
disruption, and distraction, and may evoke ad avoidance on the Internet.
• H1: The greater- the perceived goal impediment, the greater the advertising
avoidance on the Internet.

15. HYPOTHESES CONSTRUCTION
WHICH IS APPROPRIATE WITH
CONCEPTS, THEORIES AND MODELS
• Perceived Ad Clutter on the Internet
• Ad clutter on the Internet can be operationalized as the number of
banner ads, pop-up ads, advertorials, text links, and so forth that
appear on a single Web page (ad excessiveness). Consumer
irritation with the number of ads on the Internet, or the
perception that the Internet is exclusively an advertising medium
(ad exclusiveness), should also logically contribute to the
perception of advertising clutter. This perceived ad clutter might,
in turn, lead to negative attitudes and subsequent ad avoidance.
• H2: The greater the perceived ad clutter, the greater the
advertising avoidance on the Internet.

16. HYPOTHESES CONSTRUCTION
WHICH IS APPROPRIATE WITH
CONCEPTS, THEORIES AND MODELS
• Prior Negative Experiences
• With Internet ads, prior negative experience can be indicated
by dissatisfaction and perceived lack of utility and incentive
for clicking on those ads. This negative experience may lead
consumers to avoid the source of the negative experience
(i.e., Internet ad avoidance). Based on this theory of learning
from experience, researchers hypothesize that as negative
experiences with Internet ads increase, the tendency to avoid
those ads also increases.
• H3: The greater the prior negative experience, the greater the
advertising avoidance on the Internet.

17. HYPOTHESES CONSTRUCTION
WHICH IS APPROPRIATE WITH
CONCEPTS, THEORIES AND MODELS
Kelly, Kerr and Drennan (2010):
Researcher have found that other factors have that influence and
identify four antecedents of advertising avoidance in the online
social networking environment (as outlined in Figure 3):
• Expectations of negative experiences: This expectation of
advertisements in the online social networking environment can
be as a result of prior negative experiences or the expectation of
negative experiences due to word of mouth, including that
received from those in authority.
• Perception of relevance of advertising message: If the advertising
message is not of interest to the receiver of the message, the
information is likely to not be processed.

18. HYPOTHESES CONSTRUCTION
WHICH IS APPROPRIATE WITH
CONCEPTS, THEORIES AND MODELS
Skepticism of advertising message claims: If consumers are
skeptical of the claims made by the advertisement or if these
claims are not appropriate to the media environment, they
are likely to ignore the message and potentially disregard
other messages in this medium.
Skepticism of online social networking sites as a credible
advertising medium:
Consumers do not trust the information gained from online
social networking sites. They believe that online social
networking sites lack credibility and perceive that there is
little policing of advertising claims in this medium.

19. HYPOTHESES CONSTRUCTION
WHICH IS APPROPRIATE WITH
CONCEPTS, THEORIES AND MODELS
Figure 3. Model of Advertising Avoidance in
the Online Social Networking Environment

20. OPERATIONAL OF TWO
JOURNALS
• Advertising Avoidance Online
Cho and Cheon (2004) propose three factors of advertising avoidance
online: interruption of task, perceived clutter on Internet sites, and negative
past experiences with Internet advertising.
1) Perceived goal impediment.
This factor is important because the Internet is considered more goal and
task oriented than traditional media such as television. When advertising
reduces or interrupts the speed of data retrieval and processing, consumers
may react negatively toward the advertisement or product (Cho and Cheon
2004). Pop-up advertisements, distracting advertisements, and
advertisements that require consumer action before they can resume their
online activity may encourage them to delete the message immediately and
therefore avoid the advertising completely.

21. OPERATIONAL OF TWO
JOURNALS
• 2) Perceived advertising clutter
Which can also prove a distraction, causing
consumers to discriminate and avoid ads that are
not relevant or important to them (Ingram 2006). If
this perceived clutter is excessive, consumers are
likely to have difficulty discriminating messages,
which could result in disregard of them all (Cho and
Cheon 2004).

22. OPERATIONAL OF TWO
JOURNALS
• 3) Prior negative experience
Which this factor is includes instances in which
Internet advertising is deceptive, exaggerated, or
incorrectly targeted or leads users to inappropriate
sites (Cho and Cheon 2004). Such marketing
techniques have led users to believe that that the
Internet is a distrustful medium (Grant 2005).

23. METHOD SIMILARITIES AND
DIFFERENCES BETWEEN TWO
JOURNALS
• these journals are using qualitative and quantitative method
(in this journalmeasured using a seven-point Linker scale
range from strongly disagree to strongly agree)
• Qualitative methods are ways of collecting data which are
concerned with describing meaning, rather than with drawing
statistical inferences. Qualitative methods (e.g. case studies
and interviews) lose on reliability they gain in terms of
validity. Focus group will provide a more in depth and rich
description.
• Generally there are no differences method using in these
journals expects for data collecting which using online
internet question and face to face questions (interview).

24. POSIBLELITY FOR FUTURE
RESEARCH
• Further research could widen the frame of
reference by drawing on larger samples nationally
and internationally and addressing users of
different ages and demographic profiles.
• Could consider the issue that teenagers raised
regarding the lack of advertising regulation on
online social network sites.
• Need to obtain a deeper understanding of
Internet ad avoidance.

25. REPLICATE IN MALAYSIA
• This study can be replicate in Malaysia because a
lot of advertiser in Malaysia uses internet and
social media as an advertising media. As well as
the growth of Internet advertising companies in
Malaysia thru Blog Advertising and Online
Advertising such as Aductions, Advertlets (blog
advertising), Gokita (Contextual Online
Advertising. Called "Nufflets" at one time),
GrabMyAds (Blog Advertising), Netizens Media
(Online Advertising), Nuffnang ("Asia's First Blog
Advertising Community").