Ad-haters: why do they hate the ad and will they still buy the brand?
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(Published version)
Date
2010
Authors
Wight, S.
Newstead, K.
Editors
Ballantine, P.
Finsterwalder, J.
Finsterwalder, J.
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Conference paper
Citation
Australian and New Zealand Marketing Academy Conference proceedings, 2010 / Ballantine, P., Finsterwalder, J. (ed./s), pp.1-8
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Australian and New Zealand Marketing Academy Conference (29 Nov 2010 : New Zealand)
Abstract
Viewers are increasingly able or inclined to voice their dislike for advertisements. Some ads are deliberately created to be disliked, in order to gain cut-through and additional reach through publicity. We explore peoples general dislike of ads and the effect disliking an ad has on purchase probability. We find the majority of people are unable to remember a disliked ad, of those that could only few could specify why they disliked ads. The most common reasons for disliking an ad was that they were 'annoying', 'fake' or 'boring'. As a result of seeing a disliked ad, as expected people's propensity to purchase that brand drops. However offensive ads have a much larger effect on purchase propensity.
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Copyright 2010 ANZMAC