1. Communication, Persuasion, Avoidance & Reactance MKT4007

3. Communication Sender Receiver Encodes Decodes Transmitted Message M1 M2 Noise Seems easy? Feedback

4. Communication Sender Receiver Encodes M1 M1 Noise

5. Communication Sender Receiver M3 M1 Noise Sweet dreams? M4 M5 M2 M1

8. What happens during a break? (Danaher, 1995)

9. Ad Avoidance Ad Avoidance Disbelief Mistrust Undesirable Misinformat. Untrue claims Skeptical about claims Unbelievable claims Deceptive claims Misleading Not intelligent Unrealistic scenario Dull Unprofessional Uninteresting Not sophisticated Ads always exaggerate Not informative Only tells good things Incoherent arguments (Tan, 2002)

10. A model of Internet Advertising Avoidance Excessiveness Exclusiveness Irritation Dissatisfaction Perceived Lack of Utility Perceived Lack of Incentive Search Hindrance Disruption Distraction Perceived Goal Impediment Perceived Ad Clutter Prior Negative Experiences Ad Avoidance Cognitive Affective Behavioural (Cho & Cheon, 2004)

15. Anti-Consumerism