Why do people avoid advertising on the internet?

Chang Hoan Cho, Hongsik John Cheon

Research output: Contribution to journalArticlepeer-review

495 Citations (Scopus)


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 Internet ad avoidance. Accordingly, this study builds a comprehensive theoretical model explaining advertising avoidance on the Internet. We examined three latent variables of Internet ad avoidance: perceived goal impediment, perceived ad clutter, and prior negative experience. We 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.

Original languageEnglish
Pages (from-to)89-97
Number of pages9
JournalJournal of Advertising
Issue number4
Publication statusPublished - 2004

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Communication
  • Marketing


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