RT Journal Article
SR Electronic
T1 Avoiding Television Advertising: Some Explanations from Time Allocation Theory
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 34
OP 48
DO 10.1017/S0021849905050154
VO 45
IS 1
A1 José I. Rojas-Méndez
A1 Gary Davies
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/1/34.abstract
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.