Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)

<Previous Article In Volume
Next Article In Volume>

Perceived Advertising Features, Cognitive Reactance, and Advertising Avoidance Behavior: From an SSO perspective

Authors
Kexuan Zhou1, *
1Universiti Sains Malaysia, Kuala Lumpur, Malaysia
*Corresponding author. Email: 2674201570@qq.com
Corresponding Author
Kexuan Zhou
Available Online 10 July 2025.
DOI
10.2991/978-2-38476-440-2_65How to use a DOI?
Keywords
SSO model; Perceived ad features; Cognitive reactance; Users’ demand orientation; Ad avoidance behavior
Abstract

Drawing on the SSO model, this study constructs a research model of advertisement avoidance behavior by introducing perceived advertisement features, cognitive reactance, and demand orientation. Using questionnaire data from 145 WeChat momentary users, this study found that perceived personalization and perceived target obstruction are both positively related to users’ cognitive reactance, thus leading to ad avoidance behavior, In addition, the findings revealed that users’ demand orientation played divergent moderating role on the effects of perceived personalization and perceived target obstruction. Based on these findings, this study not only expands the theoretical perspective and research contents of ad avoidance behavior, but also proposes optimization suggestions from the perspectives of user experience, information relevance, and ad personalization to reduce users’ ad avoidance behaviors and enhance the effectiveness of ads.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 July 2025
ISBN
978-2-38476-440-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-440-2_65How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kexuan Zhou
PY  - 2025
DA  - 2025/07/10
TI  - Perceived Advertising Features, Cognitive Reactance, and Advertising Avoidance Behavior: From an SSO perspective
BT  - Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)
PB  - Atlantis Press
SP  - 576
EP  - 585
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-440-2_65
DO  - 10.2991/978-2-38476-440-2_65
ID  - Zhou2025
ER  -