Strategies to Resist Advertising

Marieke Fransen, University of Amsterdam, The Netherlands
Claartje ter Hoeven, University of Amsterdam, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands
In the present research, we developed and validated a scale to measure strategies that people adopt when resisting advertising. In three different studies, ten strategies (e.g., counter arguing, selective exposure, and avoidance) were observed. The scale shows convergent validity when correlated with ad skepticism, resistance to persuasion, and reactance.
[ to cite ]:
Marieke Fransen, Claartje ter Hoeven, and Peeter Verlegh (2013) ,"Strategies to Resist Advertising", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.