Personality and Psychological Predictors of Instagram Personalized Ad Avoidance

Debora Dhanya Amarnath and Uma Pricilda Jaidev
Additional contact information
Debora Dhanya Amarnath: Christ University, India
Uma Pricilda Jaidev: Woxsen University, India

International Journal of E-Business Research (IJEBR), 2023, vol. 19, issue 1, 1-22

Abstract: The purpose of this paper is to apply the meta-theoretical model of motivation and personality (3M) of Mowen to study consumers' ad avoidance in the context of online personalized advertisements on Instagram. The current study developed a theoretical framework that links personality traits with reactance arousal and ad avoidance behaviours. Based on the data analysis, it was found that consumers with higher general self-efficacy tend to have more reactance arousal (situational level trait) compared to ad irritation, ad skepticism (surface traits), and ad avoidance behaviours towards personalized advertising on Instagram. The findings will help advertisers and marketers in segmenting the market better based on young users' efficacy levels, navigational habits, personality traits, functional motives, and demographic variables to effectively reach the targeted consumers.

Date: 2023
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJEBR.323197 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:19:y:2023:i:1:p:1-22

Access Statistics for this article

International Journal of E-Business Research (IJEBR) is currently edited by Mohammad Nabil Almunawar

More articles in International Journal of E-Business Research (IJEBR) from IGI Global
Bibliographic data for series maintained by Journal Editor ().