IRRITATION AND AD AVOIDANCE BEHAVIORS:

INFLUENCING FACTORS IN THE CONTEXT OF OTC ANALGESIC

ADVERTISING

Jisu Huh, University of Minnesota, Minneapolis, MN
Denise E. DeLorme, University of Central Florida, Orlando, FL
Leonard N. Reid, University of Georgia, Athens, GA


Abstract

This study examined key factors influencing ad avoidance, focusing on the relationship between ad
irritation and ad avoidance in the context of over-the-counter (OTC) drug advertising for analgesics. Specifically, we
(1) investigated how ad avoidance is differentially related to key demographics and the affective and cognitive
factors of ad irritation, ad utility, ad skepticism, and ad attitude, and (2) identified the interconnected relationships
among the cognitive, affective, and behavioral components of ad avoidance for OTC analgesic advertising using a
comprehensive model testing approach.
An online survey was conducted with a national representative sample of U.S. adults who were currently
using or had ever used any OTC analgesics in the past six months. The questionnaire included items regarding ad
avoidance, ad irritation, ad utility, ad skepticism, ad attitude, OTC analgesic use (use on a regular basis, number
taken on a regular basis), perceived health, and demographics.
The results revealed that, among the demographic factors, age was negatively correlated with ad irritation
while income was positively correlated with ad irritation. In addition, ad utility was negatively correlated with ad
irritation. When potential influencing factors were analyzed simultaneously in a multivariate analysis, only age and
ad utility emerged as significant predictors of ad irritation: younger respondents were relatively more irritated by
OTC analgesic ads. Those who perceived lower levels of OTC analgesic ad utility were also more likely to be
irritated by OTC analgesic advertising.
Ad avoidance behaviors regarding OTC analgesic ads were associated with the four hypothesized ad
reaction factors. Specifically, ad utility and ad attitude were negatively related to ad avoidance while ad irritation
and ad skepticism were positively related to ad avoidance. When the relationships between the four ad reaction
factors and ad avoidance were further examined using a multivariate analysis, the results revealed ad attitude and
age were significant negative predictors and ad irritation and income were positive predictors of ad avoidance. These
findings suggest younger, relatively higher income consumers, and those who hold negative attitudes toward OTC
analgesic advertising and who perceive more irritation are more likely to avoid OTC analgesic ads. Additionally, the
proposed conceptual model hypothesizing sequential links among affective ad-responses, cognitive ad-responses,
and ad avoidance behavior was supported by LISREL path analysis.
Two important research implications are suggested by the studys results. First, of the many potential
demographic and predispositional influencers of ad irritation, age and ad utility seem the most prominent factors as
demonstrated by both bivariate and multivariate analyses. This indicates the various demographic variables
significantly related to ad irritation in prior research might actually be operating through their relationships to
intermediate perceptual reactions linked to ad irritation (e.g., perceived ad utility or informativeness), rather than
influencing ad irritation directly. That is, previous research demonstrating mixed or conflicting evidence of the
influence of various demographics on ad irritation may be due to the rather fragmented approaches to examining the
role of demographics as antecedents of ad irritation without considering more directly linked psychological and ad-
reaction factors.
Second, the final paths of the modified model support the studys hypotheses, but cast doubt on the
conceptual tripartite model of ad avoidance formation. The substantial direct influence of ad irritation (affective ad
reaction factor) on ad avoidance of OTC analgesic advertising beyond its indirect influence through cognitive ad
response factors such as ad skepticism and ad attitude suggest future researchers build on our findings to further
examine different factors influencing ad avoidance behavior.
For the advertising of OTC analgesics, the results send a clear and straightforward message Because ad
irritation leads directly to ad avoidance, advertisers should strive to minimize irritation with their ads. Also, in
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scheduling OTC analgesic ads, advertisers should seek to reduce irritation and ad avoidance by considering
appropriate repetition thresholds for different consumer segments.
Like most research, this study has methodological limitations. Thus, the findings and suggestions should be
interpreted with caution. Although we proposed and tested a comprehensive conceptual model explaining ad
avoidance behaviors and influencing factors, not all potential factors were included nor did we address all questions
regarding ad avoidance. In addition, due to the nature of a survey method, we could only capture what the
respondents recalled long after their exposure to ads rather than capturing real-time data of ad irritation and
avoidance. With the technological advancements in social science research methods, future research might be able to
conduct real-time data collection to capture consumer irritation and avoidance of ads as such responses occur, which
should help advance our understanding of the phenomenon. We also acknowledge that, although there is great value
in conducting product-context-specific research, the findings for OTC analgesics might not apply to ad avoidance
for other product types.
Ad avoidance is a serious problem for advertisers, and despite the aforementioned limitations, this study
offers valuable insight for future research and campaign development practices for the advertising of OTC
analgesics, OTC medicines in general, and other product categories. OTC drug advertising research is limited and
additional inquiries are needed to advance what is known about this important, yet underexplored form of
pharmaceutical advertising. We hope this study will stimulate more research in this area, including the mediating
influences of consumer characteristics and processing factors on OTC drug advertising outcomes.


*The research funding was provided by the School of Journalism and Mass Communication, University of
Minnesota to the first author.

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