From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats

Abstract

Purpose

The purpose of the chapter is to understand advertising attention in new formats. More specifically, it argues that new advertising formats might force advertising practitioners and researchers to reframe the challenges of gaining attention as one of understanding advertising approach rather than advertising avoidance.

Methodology/approach

The chapter is conceptual and builds on a review of literature on advertising attention, advertising avoidance, and advertising approach.

Research/practical implications

The chapter concludes with a review of future research directions. More specifically, it points out implications of shifting perspective from advertising avoidance to advertising approach for advertising practitioners and researcher alike.

Originality/value

The chapter offers a novel perspective on advertising attention in new advertising formats. In doing so, it hopes to stimulate more research on consumers’ willingness to approach (rather than avoid) advertising.

Citation

Rosengren, S. (2016), "From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats", De Pelsmacker, P. (Ed.) Advertising in New Formats and Media, Emerald Group Publishing Limited, Leeds, pp. 3-18. https://doi.org/10.1108/978-1-78560-313-620151019