Ad blocking: Adoption discourses and advertising anti-consumption
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2019-07-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://www.scielo.br/pdf/rae/v59n3/en_0034-7590-rae-59-03-0170.pdf |
| _version_ | 1797720075684282368 |
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| author | Marcos Erbisti Maribel Carvalho Suarez |
| author_facet | Marcos Erbisti Maribel Carvalho Suarez |
| author_sort | Marcos Erbisti |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-03-12T09:14:05Z |
| format | Article |
| id | doaj.art-b149e8cdbef94f85bdd06fbebc330a04 |
| institution | Directory Open Access Journal |
| issn | 0034-7590 2178-938X |
| language | English |
| last_indexed | 2024-03-12T09:14:05Z |
| publishDate | 2019-07-01 |
| publisher | Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo |
| record_format | Article |
| series | RAE: Revista de Administração de Empresas |
| spelling | doaj.art-b149e8cdbef94f85bdd06fbebc330a042023-09-02T14:52:05ZengFundação Getulio Vargas, Escola de Administração de Empresas de São PauloRAE: Revista de Administração de Empresas0034-75902178-938X2019-07-01593170182Ad blocking: Adoption discourses and advertising anti-consumptionMarcos Erbisti0Maribel Carvalho Suarez1Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, BrazilUniversidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, BrazilThis 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 lesshttp://www.scielo.br/pdf/rae/v59n3/en_0034-7590-rae-59-03-0170.pdfAd blockeranti-consumptionconsumer resistancepoweronline advertising |
| spellingShingle | Marcos Erbisti Maribel Carvalho Suarez Ad blocking: Adoption discourses and advertising anti-consumption RAE: Revista de Administração de Empresas Ad blocker anti-consumption consumer resistance power online advertising |
| title | Ad blocking: Adoption discourses and advertising anti-consumption |
| title_full | Ad blocking: Adoption discourses and advertising anti-consumption |
| title_fullStr | Ad blocking: Adoption discourses and advertising anti-consumption |
| title_full_unstemmed | Ad blocking: Adoption discourses and advertising anti-consumption |
| title_short | Ad blocking: Adoption discourses and advertising anti-consumption |
| title_sort | ad blocking adoption discourses and advertising anti consumption |
| topic | Ad blocker anti-consumption consumer resistance power online advertising |
| url | http://www.scielo.br/pdf/rae/v59n3/en_0034-7590-rae-59-03-0170.pdf |
| work_keys_str_mv | AT marcoserbisti adblockingadoptiondiscoursesandadvertisinganticonsumption AT maribelcarvalhosuarez adblockingadoptiondiscoursesandadvertisinganticonsumption |