Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance

Seounmi Youn (Emerson College, Boston, MA, USA) and Seunghyun Kim (University of Oklahoma, USA) published in Computers in Human Behavior Volume 98 (September 2019)

Highlights

• Using psychological reactance theory, we examine why Facebook users avoid ads.
• We test a model that integrates antecedents and outcomes of reactance against ads.
• Users' perception of autonomy to control ad exposure decreases ad intrusiveness.
• Ad intrusiveness and freedom threat to use Facebook affect reactance positively.
• Psychological reactance influences cognitive and behavioral ad avoidance on Facebook.

Abstract

Applying psychological reactance theory (PRT) as a theoretical framework, this study investigates reactance-related factors to better understand why consumers avoid advertising on Facebook.

An online survey was conducted to develop and empirically test a conceptual model that integrates the antecedents and outcomes of reactance against Facebook newsfeed ads. Specifically, the study employs Facebook users' perceptions of autonomy, freedom threat, and intrusiveness as antecedents of reactance and measures two sub-constructs of reactance: negative cognitions and anger.

As the outcomes of reactance, two types of ad avoidance are examined: cognitive and behavioral.

The major findings reveal that users’ perceived autonomy decreases their perceptions of ad intrusiveness. Subsequently, ad intrusiveness and freedom threat to use Facebook have a positive effect on reactance, which influences ad avoidance.

Theoretical and managerial implications are also discussed.

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