Article2005

Avoiding Television Advertising: Some Explanations from Time Allocation Theory

68 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Psychological and Temporal Perspectives Research

Abstract

ABSTRACT Time allocation theory holds that individuals allocate their discretionary time purposively, depending upon their time orientation: to the past, present, or future. We use this perspective to understand more about why individuals avoid watching TV advertisements. We test a model of avoidance where time orientation influences attitude to advertising and avoidance with survey data from two different societies. Past-oriented people see advertising as important but promoting consumption. They tend to avoid advertising more than present-oriented people who see advertising as complimenting their concern to ‘live for today.’ Future-oriented people see advertising as important in planning purchases and are less likely to avoid it.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.2000Structural equation modeling with AMOS: basic concepts, applications, and programming 2025Advances in Consumer Research 1998Assessing Measurement Invariance in Cross‐National Consumer Research 1992Advances in Consumer Research 1961Variations in Value Orientations.1999Putting time in perspective: A valid, reliable individual-differences metric.1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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