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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.
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