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Please use this identifier to cite or link to this item: http://dspace.utalca.cl/handle/1950/4178

Title: Avoiding Television Advertising: Some Explanations from Time Allocation Theory
Authors: Rojas-Mendez, J.I.
Davies, G.
Keywords: Commercial Breaks; Consumer Research; Attitude; Behavoir; Antecedents
Issue Date: 2005
Citation: Journal of Advertising Research 45 (1):34-48
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
Description: Rojas-Mendez, J.I. Associate professor of marketing and dean, College of Business Administration, Universidad de Talca, Chile.
URI: http://dspace.utalca.cl/handle/1950/4178
ISSN: 0021-8499
Appears in Collections:Artículos en publicaciones ISI - Universidad de Talca

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