Online Clutter

Anneken Tappe

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of online clutter.

Online Clutter

Anneken Tappe

WHAT IS CLUTTER?

  • When the amount of advertising exceeds a consumers acceptance level in an editorial media vehicle, it is viewed as clutter and is often perceived as an undesirable phenomenon by both advertisers and consumers (Ha, McCann, 2008).

  • Schneider finds that originating from the study of brand choice, overload theory proposes that, when an individual is overloaded with too many advertisements at one time, the absorption of one piece of information will be at the expense of another piece of information (Ha, McCann, 2008).

WHAT IS ONLINE CLUTTER?

  • According to Burst Media, online clutter is...

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