Universal differences in advertising avoidance behavior: A cross-cultural study

José I. Rojas-Méndez, Gary Davies, Canan Madran

Research output: Contribution to journalArticlepeer-review


The avoidance of TV advertising categories often include either mechanical (e.g., switching channels) or behavioral (e.g., talking to someone). Previous research seeking to explain avoidance with demographic and attitudinal factors shows conflicting results. Our aims are: to identify from these factors any that might consistently predict avoidance (by conducting surveys in three quite different cultures, the UK, Chile and Turkey), and: to compare the influence of demographic factors on avoidance with those of attitude to advertising. Males use more mechanical avoidance methods, whereas females use more behavioral avoidance methods. More educated people generally report higher behavioral avoidance. Family size and age help to explain avoidance in some countries but not in others. A negative overall attitude towards advertising is important generally in explaining mechanical avoidance. Behavioral avoidance is more important and is best explained by a combination of demographic and attitudinal factors. Country of residence is significant in predicting behavioral avoidance. © 2008 Elsevier Inc. All rights reserved.
Original languageEnglish
Pages (from-to)947-954
Number of pages7
JournalJournal of Business Research
Issue number10
Publication statusPublished - Oct 2009


  • Attitude toward advertising
  • Demographics
  • Mechanical and behavioral advertising avoidance
  • Polychronicity


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