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Please use this identifier to cite or link to this item: http://hdl.handle.net/10071/25194
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dc.contributor.authorLoureiro, S.-
dc.contributor.authorGonçalves, D.-
dc.contributor.editorDemetris Drontis, Yaakov Weber and Evangelos Tsoukatos-
dc.date.accessioned2022-04-27T11:13:03Z-
dc.date.available2022-04-27T11:13:03Z-
dc.date.issued2015-
dc.identifier.isbn978-9963-711-37-6-
dc.identifier.urihttp://hdl.handle.net/10071/25194-
dc.description.abstractThe aims are to analyze (i) the relationship between drivers to ad avoidance among senior viewers and (ii) compare the perceptions about those drivers between TV advertising and YouTube advertising. Findings reveal that irritation seems to be the crucial factor that lead consumers to avoid whacking advertisings. A negative attitude toward advertising and skepticism do not mediate the effect between advertising irritation and avoidance.eng
dc.language.isoeng-
dc.publisherEuromed press-
dc.relationinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FGES%2F00315%2F2013/PT-
dc.rightsopenAccess-
dc.subjectSeniors consumerseng
dc.subjectAd avoidanceeng
dc.subjectAd irritationeng
dc.subjectAd skepticismeng
dc.subjectAttitude toward adeng
dc.subjectYouTubeeng
dc.subjectTV advertisingeng
dc.titleI am avoiding it! a seniors' perspectives about advertisingeng
dc.typeconferenceObject-
dc.event.titleInnovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment-
dc.event.typeConferênciapt
dc.event.locationVeronaeng
dc.event.date2015-
dc.peerreviewedyes-
dc.journal8th EuroMed Conference of the EuroMed Academy of Business, Conference Book Proceedings-
degois.publication.locationVeronaeng
degois.publication.titleI am avoiding it! a seniors' perspectives about advertisingeng
dc.date.updated2022-04-27T12:12:36Z-
dc.description.versioninfo:eu-repo/semantics/acceptedVersion-
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-25959-
Appears in Collections:BRU-CRI - Comunicações a conferências internacionais

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