Profiling the ad avoider
Explores how viewer personality traits and individual characteristics are associated with ad avoidance. Viewer avoidance behavior, as measured in lab, was correlated against over 20 psychological and individual scales (e.g sensation seeking, locus of control, etc.) to identify personality factors associated with ad avoidance.
|Murdoch Affiliation:||Audience Research Labs|
|Series Name:||Beyond: 30 Study #23|
|Publisher:||Murdoch University. Audience Research Labs|
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