Ad blocking: Discursos de adoção e de anticonsumo da publicidade

Marcos Erbisti and Maribel Carvalho Suarez

RAE - Revista de Administração de Empresas, 2019, vol. 59, issue 3

Abstract: 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.

Date: 2019
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