A Comparative Study of Different Finish Media Attitude and Behavior toward Advertising Avoidance and Used Time

Aromäki Antti Mikael


The purpose of this research is to study the relationship between media and attitudes towards informativeness, entertainment and credibility, and advertisement avoidance and used time (time spent per media). This study evaluated six media (TV, newspapers, magazines, radio, emails and social networks) in terms of attitudes and respondent behavior. A total of 402 respondents from Finland were approached with a self-administered questionnaire. The results of the hypothesis testing indicate that the attitudes of respondents differ depending on the media concerned. There are also differences between media and user behavior in terms of ad avoidance and used time. However, the relationships between the various media analyzed and ad avoidance appear to be media-specific as several of the media do not have a negative correlation between attitude and ad avoidance. Attitudes and used time on the other hand have a positive relationship with all the media except one, emails.


Advertisements; attitude; advertising avoidance; communication; credibility; entertainment; informativeness; media; social networks.

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