PT  - JOURNAL ARTICLE
AU  - José I. Rojas-Méndez
AU  - Gary Davies
TI  - Avoiding Television Advertising: Some Explanations from Time Allocation Theory
AID  - 10.1017/S0021849905050154
DP  - 2005 Mar 01
TA  - Journal of Advertising Research
PG  - 34--48
VI  - 45
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/45/1/34.short
4100  - http://www.journalofadvertisingresearch.com/content/45/1/34.full
SO  - J Advert Res2005 Mar 01; 45
AB  - 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.