Advertising Avoidance: A Consumer Socialization Perspective

Federico de Gregorio 1 *, Jong-Hyuok Jung 2, Yongjung Sung 3

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The current study adopts the consumer socialization framework to assess the socio-economic factors influencing advertising avoidance across newspapers, magazines, radio, and television via an online survey of 2,002 U.S.adults. Results show that attitude toward advertising in general is the strongest predictor of advertising avoidance, and that greater peer communication about consumption and amount of media usage are overall inversely related with this behavior. The data also demonstrates no gender differences, but that AngloAmericans and those of higher age, income, and education avoid the most advertising across all four media.


advertising avoidance consumer socialization product placement peer communication attitude toward advertising


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 7, Issue 3, pp. 1-26

Published Online: 26 Jul 2017

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Article Downloads: 1128

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