In this dissertation, I propose a dual process model for explaining advertising approach and avoidance. The dual process model maps the different processes that underlie advertising approach and avoidance. Guided by the model, two studies related to approach and avoidance are conducted. In the first study, we test the role of attitude and norm accessibility with regard to approach and avoidance. In the second study, we explore the role of involvement and repeated expression and their influences. This dissertation synthesizes past research, and explicates how positive and negative responses to advertising can be usefully conceptualized. In Chapter 2, we look at the history of advertising avoidance, how advertising has evolved over time, and the methods and reasons why people choose to avoid and approach advertising. Approach has often been discussed in terms of value derived from advertising such as information and entertainment, while avoidance is often conceptualized in terms of the negative affect it creates, such as annoyance or boredom.In Chapter 3, a reaction time study was conducted to evaluate the accessibility of attitudes and norms in advertising and approach behavior across three media platforms. The study found that both approach and avoidance utilize different processes with approach being a deliberative behavior while avoidance is spontaneous in nature. Additionally, media differences also invoke different set of processing, such as the role of attitudes and norm accessibility.In Chapter 4, a study was conducted to evaluate the role of involvement, increased accessibility through repeated expression, attitudes towards the ad, and attitude towards the product. I find that even though there are different processes, there are many similarities shared as well.I conclude the dissertation in Chapter 5 by presenting a dual process model of approach and avoidance, arguing how these processes are different in nature and serve as opposing motivators as to when people approach and avoid. In addition, we see different mechanisms that predict approach, and avoidance uniquely as well variables that affect both. Also discussed are the theoretical implications, and limitations of this research.
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