From perception to avoidance: Examining the impact of irritation, perceived informativeness, and advertisement length on advertising avoidance behavior
0
Online Published:
20/07/2026
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
This study aims to examine the impact of online video advertising content characteristics on attitudes toward advertising and advertising avoidance behavior among Generation Z in Ho Chi Minh City. Data were collected from 226 Generation Z respondents and analyzed using structural equation modeling. The results indicate that attitude toward advertising exerts a strong and statistically significant negative effect on advertising avoidance behavior (β = -0.466; p < 0.001), confirming its important predictive role. Regarding antecedent factors, perceived irritation (β = -0.290; p < 0.001) and advertisement length (β = -0.259; p < 0.001) have significant negative effects on attitude, whereas perceived informativeness has a positive effect (β = 0.287; p = 0.004). Among these factors, perceived irritation is the most influential. From a practical perspective, the findings suggest that firms should minimize irritating elements while enhancing the informativeness of advertisements in order to improve viewers’ attitudes and reduce advertising avoidance behavior. This study contributes empirical evidence on the determinants of advertising avoidance behavior in the context of digital media in Vietnam.
Keywords
advertising avoidance behavior; Generation Z; VAB model
Article Details
Field of Economic (JEL Codes)
D91 - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making - Micro-Based Behavioral Economics, M15 - IT Management - Business Administration, M31 - Marketing - Marketing and Advertising
References
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Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89, 70–78. https://doi.org/10.1016/j.chb.2018.07.020
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2020). Brand recall of skippable vs non-skippable ads in YouTube. Online Information Review, 44(3), 545–562. https://doi.org/10.1108/oir-01-2019-0035
Campbell, C., & Grimm, P. E. (2018). The challenges native advertising poses: exploring potential Federal Trade Commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110–123. https://doi.org/10.1177/0743915618818576
Campbell, W. K., & Campbell, S. M. (2009). On the Self-regulatory Dynamics Created by the Peculiar Benefits and Costs of Narcissism: A Contextual Reinforcement Model and Examination of Leadership. Self and Identity, 8(2–3), 214–232. https://doi.org/10.1080/15298860802505129
Çelik, F., Çam, M. S., & Koseoglu, M. A. (2022). Ad avoidance in the digital context: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(6), 2071–2105. https://doi.org/10.1111/ijcs.12882
Clancey, M. (1994). The television Audience Examined. Journal Advertising Research, 39(5), 27-37. https://doi.org/10.1080/00218499.1994.12466966
Cho, C., & As, U. O. T. a. I. A. (2004). Why do people avoid advertising on the internet? Journal of Advertising, 33(4), 89–97. https://doi.org/10.1080/00913367.2004.10639175
Chowdhury, H.K., Parvin, N., Weitenberner, C. & Becker, M. (2010). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Marketing, 12(2), 206-216.
Diep, A. L. T., & Van, T. P. (2024). The impact of risk perception on Generation Z’s intention to avoid short video advertising in the food and beverage industry. Journal of Trade Science, (188), 74–89. https://doi.org/10.54404/jts.2024.188v.06
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35. https://doi.org/10.1080/00218499.1996.12466626
Edwards, S. M., Li, H., & Lee, J. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of Pop-Up ads. Journal of Advertising, 31(3), 83–95. https://doi.org/10.1080/00913367.2002.10673678
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592. https://doi.org/10.2501/S0265048708080153
Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638–646. https://doi.org/10.1037/0022-3514.54.4.638
Karunarathne, E. a. C. P., & Thilini, W. A. (2022). Advertising value constructs’ implication on purchase intention: Social media advertising. Management Dynamics in the Knowledge Economy, 10(3), 287–303. https://doi.org/10.2478/mdke-2022-0019
Kemp, S. (2023). Digital 2023 deep-dive: How much time do we spend on social media? DataReportal. https://datareportal.com/reports/digital-2023-deep-dive-time-spent-on-social-media
Kelly, L., Kerr, G. & Drennan, J. (2020). Triggers of engagement and avoidance: Applying approach-avoid theory. Journal of Marketing Communications, 26(5), 488–508. https://doi.org/10.1080/13527266.2018.1531053
Khasawneh, M. A., Sharabati, A. A., Al-Haddad, S., Al-Daher, R., Hammouri, S., & Shaqman, S. (2023). Consumer’s Attitude towards Display Google Ads. Future Internet, 15(4), 145. https://doi.org/10.3390/fi15040145
Kim, H. L., Kim, Y., Yoon, S., & Ryu, S. (2023). Effect of media context on avoidance of skippable pre-roll ads in online video platform: A mental accounting of time perspective. Journal of Business Research, 164, 113966. https://doi.org/10.1016/j.jbusres.2023.113966
Lin, H. C., Lee, N. C., & Lu, Y. (2021). The mitigators of ad irritation and avoidance of YouTube skippable In-Stream ads: an empirical study in Taiwan. Information, 12(9), 373. https://doi.org/10.3390/info12090373
Ling, K.C., Piew, T.H. & Chai, L.T. (2010). The determinants of consumers’ attitude towards advertising. Canadian social science, 6(4), 114-126.
Luong, N. T., Tran, T. H., & Huynh, P. T. (2025). Factors affecting young people’s avoidance of advertisements on social media platforms: A case study in the Mekong delta of Vietnam. Ministry of Science and Technology Vietnam, Online First. https://doi.org/10.31276/vmostjossh.2024.0055
Lütjens, H., Eisenbeiss, M., Fiedler, M., & Bijmolt, T. (2022). Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints. Journal of Business Research, 153, 445–466. https://doi.org/10.1016/j.jbusres.2022.07.039
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Minh, D. T., Han, N. D. N., Huyen, B. T. N., Phuong, N. L. H., Thi, V. H. S., & Tuong, T. C. (2021). The impact of online video advertising characteristics on perceived intrusiveness and viewers’ behavior of skipping or continuing to watch on YouTube. Journal of Asian Business and Economic Studies.
Nguyen, N. B. T. (2026). Advertising avoidance behavior on social media: A two stage hybrid approach combining structural equation modeling and artificial neural networks. Journal of Finance and Marketing Research, 16(6), 119–135. https://doi.org/10.52932/jfmr.v16i06.875
Phuong, H. N., An, N. T., & Huyen, K. N. (2023). Applying the Stimulus Organism Response model to examine factors affecting YouTube users’ advertising avoidance behavior in Can Tho City. Ho Chi Minh City Open University Journal of Science - Economics and Business Administration, 18(5), 73–84. https://doi.org/10.46223/hcmcoujs.econ.vi.18.5.2246.2023
Raditya, D., Gunadi, W., Setiono, D., & Rawung, J. (2020). The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement. The Winners, 21(2). https://doi.org/10.21512/tw.v21i2.6797
Rejón-Guardia, F., & Martínez-López, F. J. (2013). Online advertising intrusiveness and consumers’ avoidance behaviors. In Progress in IS (pp. 565–586). https://doi.org/10.1007/978-3-642-39747-9_23
Sarstedt, M., Ringle, C.M., Hair, J.F. (2022). Partial Least Squares Structural Equation Modeling. In: Homburg, C., Klarmann, M., Vomberg, A. (eds) Handbook of Market Research. Springer, Cham. https://doi.org/10.1007/978-3-319-57413-4_15
Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731. https://doi.org/10.1016/j.techfore.2022.121731
Shin, J. K., & Lee, S. Y. (2017). The effects of the delivery service quality of online fresh food shopping malls on e-satisfaction and repurchase intention of online customers. In International Conference on Business and Economics (ICBE) (Vol. 2017, No. 2, pp. 283-285).
Spotts, H. E., Weinberger, M. G., Assaf, A. G., & Weinberger, M. F. (2022). The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services. Journal of Business Research, 152, 387–397. https://doi.org/10.1016/j.jbusres.2022.07.047
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of advertising, 26(3), 61-76. https://doi.org/10.1080/00913367.1997.10673529
Statista (2024). Digital advertising worldwide - statistics & facts. https://www.statista.com/topics/7666/internet-advertising-worldwide/?srsltid=AfmBOoouehwI8NF_uiai44RlV9NcY4TcPEUgYf5gbTkCtggClJ4JYrwf
Tayeb, M. E., Chebbi, T., Toumi, J. A., Badawi, A., & Louail, B. (2025). The impact of Ad overloads perception in social media on Ad avoidance behavior: the mediating effect of social media fatigue and goal impediment. Management, 28(2), 351–376. https://doi.org/10.58691/man/197329
Vi, H. T., Thuong, P. T. S., & Nhan, P. T. (2018). Advertising avoidance and brand awareness: A study of video advertising formats on social media among young people in Ho Chi Minh City. Can Tho University Journal of Science, 54(4), 159. https://doi.org/10.22144/ctu.jvn.2018.081
Yahya, M. A., & Mammadzada, H. (2024). Targeting generation Z: A systematic literature review (SLR) and bibliometric analysis for effective marketing. Journal of Politics Economy and Management, 7(1), 21-44.
Yang, B., Zhang, X., Cheng, X., & Xue, T. (2024). Understanding the influence mechanism of advertising avoidance from an S-O-R perspective: An empirical study based on “Qiafan” videos of Bilibili. Electronic Commerce Research and Applications, 64, 101377. https://doi.org/10.1016/j.elerap.2024.101377
Ye, G., Guan, X., Hudders, L., Xiao, Y., & Li, J. (2024). A Meta-Analysis of the antecedents and consequences of advertising value. Journal of Advertising, 54(1), 117–138. https://doi.org/10.1080/00913367.2024.2309923
Youn, S., & Kim, S. (2019). Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance. Computers in Human Behavior, 98, 232–244. https://doi.org/10.1016/j.chb.2019.04.025
Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89, 70–78. https://doi.org/10.1016/j.chb.2018.07.020
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2020). Brand recall of skippable vs non-skippable ads in YouTube. Online Information Review, 44(3), 545–562. https://doi.org/10.1108/oir-01-2019-0035
Campbell, C., & Grimm, P. E. (2018). The challenges native advertising poses: exploring potential Federal Trade Commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110–123. https://doi.org/10.1177/0743915618818576
Campbell, W. K., & Campbell, S. M. (2009). On the Self-regulatory Dynamics Created by the Peculiar Benefits and Costs of Narcissism: A Contextual Reinforcement Model and Examination of Leadership. Self and Identity, 8(2–3), 214–232. https://doi.org/10.1080/15298860802505129
Çelik, F., Çam, M. S., & Koseoglu, M. A. (2022). Ad avoidance in the digital context: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(6), 2071–2105. https://doi.org/10.1111/ijcs.12882
Clancey, M. (1994). The television Audience Examined. Journal Advertising Research, 39(5), 27-37. https://doi.org/10.1080/00218499.1994.12466966
Cho, C., & As, U. O. T. a. I. A. (2004). Why do people avoid advertising on the internet? Journal of Advertising, 33(4), 89–97. https://doi.org/10.1080/00913367.2004.10639175
Chowdhury, H.K., Parvin, N., Weitenberner, C. & Becker, M. (2010). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Marketing, 12(2), 206-216.
Diep, A. L. T., & Van, T. P. (2024). The impact of risk perception on Generation Z’s intention to avoid short video advertising in the food and beverage industry. Journal of Trade Science, (188), 74–89. https://doi.org/10.54404/jts.2024.188v.06
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35. https://doi.org/10.1080/00218499.1996.12466626
Edwards, S. M., Li, H., & Lee, J. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of Pop-Up ads. Journal of Advertising, 31(3), 83–95. https://doi.org/10.1080/00913367.2002.10673678
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592. https://doi.org/10.2501/S0265048708080153
Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638–646. https://doi.org/10.1037/0022-3514.54.4.638
Karunarathne, E. a. C. P., & Thilini, W. A. (2022). Advertising value constructs’ implication on purchase intention: Social media advertising. Management Dynamics in the Knowledge Economy, 10(3), 287–303. https://doi.org/10.2478/mdke-2022-0019
Kemp, S. (2023). Digital 2023 deep-dive: How much time do we spend on social media? DataReportal. https://datareportal.com/reports/digital-2023-deep-dive-time-spent-on-social-media
Kelly, L., Kerr, G. & Drennan, J. (2020). Triggers of engagement and avoidance: Applying approach-avoid theory. Journal of Marketing Communications, 26(5), 488–508. https://doi.org/10.1080/13527266.2018.1531053
Khasawneh, M. A., Sharabati, A. A., Al-Haddad, S., Al-Daher, R., Hammouri, S., & Shaqman, S. (2023). Consumer’s Attitude towards Display Google Ads. Future Internet, 15(4), 145. https://doi.org/10.3390/fi15040145
Kim, H. L., Kim, Y., Yoon, S., & Ryu, S. (2023). Effect of media context on avoidance of skippable pre-roll ads in online video platform: A mental accounting of time perspective. Journal of Business Research, 164, 113966. https://doi.org/10.1016/j.jbusres.2023.113966
Lin, H. C., Lee, N. C., & Lu, Y. (2021). The mitigators of ad irritation and avoidance of YouTube skippable In-Stream ads: an empirical study in Taiwan. Information, 12(9), 373. https://doi.org/10.3390/info12090373
Ling, K.C., Piew, T.H. & Chai, L.T. (2010). The determinants of consumers’ attitude towards advertising. Canadian social science, 6(4), 114-126.
Luong, N. T., Tran, T. H., & Huynh, P. T. (2025). Factors affecting young people’s avoidance of advertisements on social media platforms: A case study in the Mekong delta of Vietnam. Ministry of Science and Technology Vietnam, Online First. https://doi.org/10.31276/vmostjossh.2024.0055
Lütjens, H., Eisenbeiss, M., Fiedler, M., & Bijmolt, T. (2022). Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints. Journal of Business Research, 153, 445–466. https://doi.org/10.1016/j.jbusres.2022.07.039
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Minh, D. T., Han, N. D. N., Huyen, B. T. N., Phuong, N. L. H., Thi, V. H. S., & Tuong, T. C. (2021). The impact of online video advertising characteristics on perceived intrusiveness and viewers’ behavior of skipping or continuing to watch on YouTube. Journal of Asian Business and Economic Studies.
Nguyen, N. B. T. (2026). Advertising avoidance behavior on social media: A two stage hybrid approach combining structural equation modeling and artificial neural networks. Journal of Finance and Marketing Research, 16(6), 119–135. https://doi.org/10.52932/jfmr.v16i06.875
Phuong, H. N., An, N. T., & Huyen, K. N. (2023). Applying the Stimulus Organism Response model to examine factors affecting YouTube users’ advertising avoidance behavior in Can Tho City. Ho Chi Minh City Open University Journal of Science - Economics and Business Administration, 18(5), 73–84. https://doi.org/10.46223/hcmcoujs.econ.vi.18.5.2246.2023
Raditya, D., Gunadi, W., Setiono, D., & Rawung, J. (2020). The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement. The Winners, 21(2). https://doi.org/10.21512/tw.v21i2.6797
Rejón-Guardia, F., & Martínez-López, F. J. (2013). Online advertising intrusiveness and consumers’ avoidance behaviors. In Progress in IS (pp. 565–586). https://doi.org/10.1007/978-3-642-39747-9_23
Sarstedt, M., Ringle, C.M., Hair, J.F. (2022). Partial Least Squares Structural Equation Modeling. In: Homburg, C., Klarmann, M., Vomberg, A. (eds) Handbook of Market Research. Springer, Cham. https://doi.org/10.1007/978-3-319-57413-4_15
Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731. https://doi.org/10.1016/j.techfore.2022.121731
Shin, J. K., & Lee, S. Y. (2017). The effects of the delivery service quality of online fresh food shopping malls on e-satisfaction and repurchase intention of online customers. In International Conference on Business and Economics (ICBE) (Vol. 2017, No. 2, pp. 283-285).
Spotts, H. E., Weinberger, M. G., Assaf, A. G., & Weinberger, M. F. (2022). The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services. Journal of Business Research, 152, 387–397. https://doi.org/10.1016/j.jbusres.2022.07.047
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of advertising, 26(3), 61-76. https://doi.org/10.1080/00913367.1997.10673529
Statista (2024). Digital advertising worldwide - statistics & facts. https://www.statista.com/topics/7666/internet-advertising-worldwide/?srsltid=AfmBOoouehwI8NF_uiai44RlV9NcY4TcPEUgYf5gbTkCtggClJ4JYrwf
Tayeb, M. E., Chebbi, T., Toumi, J. A., Badawi, A., & Louail, B. (2025). The impact of Ad overloads perception in social media on Ad avoidance behavior: the mediating effect of social media fatigue and goal impediment. Management, 28(2), 351–376. https://doi.org/10.58691/man/197329
Vi, H. T., Thuong, P. T. S., & Nhan, P. T. (2018). Advertising avoidance and brand awareness: A study of video advertising formats on social media among young people in Ho Chi Minh City. Can Tho University Journal of Science, 54(4), 159. https://doi.org/10.22144/ctu.jvn.2018.081
Yahya, M. A., & Mammadzada, H. (2024). Targeting generation Z: A systematic literature review (SLR) and bibliometric analysis for effective marketing. Journal of Politics Economy and Management, 7(1), 21-44.
Yang, B., Zhang, X., Cheng, X., & Xue, T. (2024). Understanding the influence mechanism of advertising avoidance from an S-O-R perspective: An empirical study based on “Qiafan” videos of Bilibili. Electronic Commerce Research and Applications, 64, 101377. https://doi.org/10.1016/j.elerap.2024.101377
Ye, G., Guan, X., Hudders, L., Xiao, Y., & Li, J. (2024). A Meta-Analysis of the antecedents and consequences of advertising value. Journal of Advertising, 54(1), 117–138. https://doi.org/10.1080/00913367.2024.2309923
Youn, S., & Kim, S. (2019). Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance. Computers in Human Behavior, 98, 232–244. https://doi.org/10.1016/j.chb.2019.04.025
How to Cite
Duong, T. T. T., Le, T. G., Pham, M. P., Tran , T. A., & Nguyen, V. D. (2026). From perception to avoidance: Examining the impact of irritation, perceived informativeness, and advertisement length on advertising avoidance behavior. Journal of Finance - Marketing Research, 4(3en). https://doi.org/10.52932/jfmr.v4i3en.1290