Effects of regulatory focus and user perception on search engine advertising avoidance

Yi Li1, Zhihui Yuan1, Jing Liu2
1School of Economics and Management, Chongqing University of Posts and Telecommunications, People’s Republic of China
2Library and Information Center, Chongqing Medical and Pharmaceutical College, People’s Republic of China
Cite this article:  Li, Y., Yuan, Z., & Liu, J. (2017). Effects of regulatory focus and user perception on search engine advertising avoidance. Social Behavior and Personality: An international journal, 45(6), 999-1006.

Volume 45 Issue 6 | e6133 | Published: July 2017 | DOI: https://doi.org/10.2224/sbp.6133

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We examined the effects of promotion and prevention types of regulatory focus and the 3 user perception factors of perceived goal impediment, perceived advertising clutter, and prior negative experience, on search engine advertising (SEA) avoidance. The participants comprised 348 in-service users of the Chinese search engine, Baidu. We found that regulatory focus, perceived goal impediment, perceived advertising clutter, and prior negative experience had a significantly positive effect on SEA avoidance. Moreover, each user perception factor fully mediated the relationship between regulatory focus and SEA avoidance. We also revealed 1 personality antecedent (regulatory focus) of SEA avoidance and examined how it functions. Our findings suggest that advertisers and search engine operators should differentiate between promotion-focused and prevention-focused users, and pay attention to the perceived experience of each user type.

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