Ad blocking: Adoption discourses and advertising anti-consumption
This study investigates the discourse regarding the use of ad blockers. Three themes emerged regarding this technology based on in-depth interviews with consumers who had activated ad blockers: 1) utonomy and control over advertising influence; 2) Internet interactions: asymmetry, paradoxes, and the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Fundação Getulio Vargas
2019-07-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://www.scielo.br/pdf/rae/v59n3/en_0034-7590-rae-59-03-0170.pdf |
| Summary: | This study investigates the discourse regarding the use of ad blockers. Three themes emerged regarding this technology based on in-depth interviews with consumers who had activated ad blockers: 1) utonomy and control over advertising influence; 2) Internet interactions: asymmetry, paradoxes, and the quest for equity; and 3) Efficiency and convenience. Based on the results, this paper discusses anti-consumption positioning as the study of the “reasons against” consumption. The paper proposes complementary approaches to anti-consumption research, less based on intentional and consumer-conscious aspects and power as an entity disputed by actors and less |
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| ISSN: | 0034-7590 2178-938X |