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| Author: | Rojas-Mendez, J. Davies, G. |
| Title: | Avoiding television advertising: Some explanations from time allocation theory |
| Journal: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 34-48 |
| Index terms: | television advertising time management research theories models |
| Language: | eng |
| Abstract: | According to the time (hereafter as: t.) allocation theory, individuals (as: inds.) allocate their discretionary t. purposively, based on their t. orientation (here as: t-orn.): to the past, present, or future. In this study, this perspective is used to understand more about why inds. avoid watching television (TV) advertisements. A model of avoidance is tested where t-orn. influences attitude to advertising (as: a-g.) and avoidance with survey data from two different societies. Past-oriented people see a-g. as important but promoting consumption. They tend to avoid a-g. more than present-oriented people who see a-g. as complimenting their concern to "live for today". Future-oriented people see a-g. as important in planning purchases, being less likely to avoid it. |
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