Lifestyles of the ad averse: a proposal for an advertising evaluation framework

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages.

Lifestyles of the ad averse: a proposal for an advertising evaluation framework

Graceann BennettMillward Brown/Greenfield, United Kingdom

Melissa RossMillward Brown, United Kingdom

Beth UyencoMicrosoft Digital Advertising Solutions, United States

Tom Willerer...

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