Ad blocking: Adoption discourses and advertising anti-consumption

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Marcos Erbisti
Maribel Carvalho Suarez

Abstract

This study investigates the discourse regarding the use of ad blockers. Three themes emerged regar­ding this technology based on in-depth interviews with consumers who had activated ad blockers: 1) utonomy and control over advertising influence; 2) Internet interactions: asymmetry, paradoxes, and the quest for equity; and 3) Efficiency and convenience. Based on the results, this paper discusses anti-consumption positioning as the study of the “reasons against” consumption. The paper proposes complementary approaches to anti-consumption research, less based on intentional and consumer­-conscious aspects and power as an entity disputed by actors and less.

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How to Cite
ERBISTI, M.; SUAREZ, M. C. Ad blocking: Adoption discourses and advertising anti-consumption. RAE - Revista de Administracao de Empresas , [S. l.], v. 59, n. 3, p. 170–182, 2019. DOI: 10.1590/S0034-759020190303. Disponível em: https://periodicos.fgv.br/rae/article/view/79715. Acesso em: 22 jun. 2024.
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