TY - JOUR T1 - Avoiding Television Advertising: Some Explanations from Time Allocation Theory JF - Journal of Advertising Research JO - J Advert Res SP - 34 LP - 48 DO - 10.1017/S0021849905050154 VL - 45 IS - 1 AU - José I. Rojas-Méndez AU - Gary Davies Y1 - 2005/03/01 UR - http://www.journalofadvertisingresearch.com/content/45/1/34.abstract N2 - 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. ER -