Profiling the ad avoider

Rask, A., Bellman, S., Schweda, A., Treleaven-Hassard, S. and Varan, D. (2009) Profiling the ad avoider. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.

Abstract

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.