A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them
Publication year
2015Number of pages
11 p.
Source
International Journal of Advertising, 34, 1, (2015), pp. 6-16ISSN
Publication type
Article / Letter to editor

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Organization
SW OZ BSI CW
Journal title
International Journal of Advertising
Volume
vol. 34
Issue
iss. 1
Languages used
English (eng)
Page start
p. 6
Page end
p. 16
Subject
Communication and MediaAbstract
This article presents a typology of the different ways in which consumers resist advertising, and the tactics that can be used to counter or avoid such resistance. It brings together literatures from different fields of study, including advertising, marketing, communication science and psychology. Although researchers in these subfields have shown a substantial interest in (consumer) resistance, these streams of literature are poorly connected. This article aims to facilitate the exchange of knowledge, and serve as a starting point for future research. Our ACE typology distinguishes three types of resistance strategies: Avoiding, Contesting, and Empowering. We introduce these strategies, and present research describing advertising tactics that may be used to neutralize each of them.
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