Profiling the ad avoider

A. Rask; S. Bellman; A. Schweda; S. Treleaven-Hassard; D. Varan

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Profiling the ad avoider

A. Rask, S. Bellman, A. Schweda, S. Treleaven-Hassard and D. Varan

Beyond: 30 Study #23, Murdoch University. Audience Research Labs

2009

Abstract

Explores how viewer personality traits and individual characteristics are associated with ad avoidance. Viewer avoidance behavior, as measured in lab, was correlated against over 20 psychological and individual scales (e.g sensation seeking, locus of control, etc.) to identify personality factors associated with ad avoidance.

Details

Title: Profiling the ad avoider
Authors/Creators: A. Rask (Author/Creator)
S. Bellman (Author/Creator)
A. Schweda (Author/Creator)
S. Treleaven-Hassard (Author/Creator)
D. Varan (Author/Creator)
Series: Beyond: 30 Study #23
Publisher: Murdoch University. Audience Research Labs; Murdoch University, Murdoch, W.A
Identifiers: 991005544257507891
Murdoch Affiliation: Audience Research Labs
Language: English
Resource Type: Report
Publisher URL: http://www.beyond30.org/

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