New insights into what drives internet advertising avoidance behaviour: the role of locus of control

Abstract

This research explores the concept of ad avoidance in the internet media and compares this to traditional media – integrating two separate research streams. In addition, the psychological construct, locus of control is examined as a predictor of ad avoidance. The results of a survey show ad avoidance is more prevalent in the internet medium compared to traditional media. Compared to television, radio, newspaper and magazines, the internet exhibits greater usage, greater breadth of usage, more negative attitudes towards advertising and higher communication consumption problems. Breadth of media usage, attitudes towards advertising and the search hindrance characteristics of advertising were found to be significant predictors of ad avoidance across all studied media suggesting a general model for ad avoidance. Individuals with a high internal locus of control take more active measures to avoid ads on the internet.

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