Stay away from me

Tae Baek*, Mariko Morimoto

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

331 Citations (Scopus)


This study attempts to identify the potential determinants of advertising avoidance in the context of personalized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad avoidance and its three determinants (perceived personalization, privacy concerns, and ad irritation), both privacy concerns and ad irritation have a direct positive effect on ad avoidance. However, increased perceived personalization leads directly to decreased ad avoidance.

Original languageEnglish
Pages (from-to)59-76
Number of pages18
JournalJournal of Advertising
Issue number1
Publication statusPublished - 2012 Apr 1
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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