Relationships Among Time Orientations, Attitudes, and Online Advertising Avoidance
The Moderating Role of Advertising Characteristics
Bibliographic Data
| ID | 16916396 |
|---|---|
| Authors | Ho Truc Vi (0000-0003-0448-9352, University of Economics Ho Chi Minh City, corresponding author), Vo Thi Ngoc Thuy (0009-0003-9353-4000, University of Economics Ho Chi Minh City) |
| Year | 2025 |
| Volume | 15 |
| Issue | 3 |
| Publication date | 2025-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440251361743 |
| OpenAlex | W4412787952 |
| Language | EN |
| References cited | 45 |
This study investigates time orientation as a personality trait influencing attitudes toward online advertising and subsequent avoidance behaviors, grounded in the Value-Attitude-Behavior theory. Specifically, it examines the direct relationship between past, present, and future time orientations and attitudes toward both informational and emotional online advertisements. Furthermore, the research explores the moderating effects of informational and emotional advertising characteristics on the link between time orientation and advertising attitude through two experimental studies. Findings reveal that a past orientation is associated with negative attitudes toward advertising, while present and future orientations correlate with positive attitudes, albeit to varying degrees. A more favorable attitude toward advertising is also found to predict lower avoidance. Notably, advertising characteristics (informational or emotional content) did not significantly moderate the relationship between past orientation and attitude. However, for future-oriented individuals, higher levels of both informational and emotional content are recommended to enhance advertising attitudes. Conversely, present-oriented individuals exhibit more positive attitudes toward advertisements with lower levels of emotional content. These findings offer nuanced insights into tailoring online advertising strategies based on consumers’ temporal focus and the emotional or informational nature of the advertisement
Advertising · Business · Online advertising · The Internet · Behavioral Health and Interventions · Computer Science · Psychological and Temporal Perspectives Research · Psychological Well-being and Life Satisfaction · Psychology · Social Psychology
Communication and Persuasion
Predictors of Advertising Avoidance in Print and Broadcast Media
Placing Motivation and Future Time Perspective Theory in a Temporal Perspective
Determining Sample Size for Research Activities
Why Do People Avoid Advertising on the Internet
Advertising Avoidance
On the Self-regulatory Dynamics Created by the Peculiar Benefits and Costs of Narcissism
Culture's Recent Consequences
A Value-Attitude-Behavior Model Predicting Wildland Preservation Voting Intentions
Response to Geert Hofstede
An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object
Addressing Discrepancies between Values and Behavior
Putting time in perspective
A structural equation test of the value-attitude-behavior hierarchy
Perceptual Time Patterns (`Time-Styles)
The Role of Mood in Advertising Effectiveness
Optimum Stimulation Level
The Role of Time in the Action of the Consumer
The Times of Their Lives
The Role of Perception of Time in Consumer Research
| Citation velocity | historical |
|---|---|
| Highly cited | No |