Time allocation theory holds that individuals allocate their
discretionary time purposively, depending upon their time orientation: to
the past, present, or future. We use this perspective to understand more
about why individuals avoid watching TV advertisements. We test a model of
avoidance where time orientation influences attitude to advertising and
avoidance with survey data from two different societies. Past-oriented
people see advertising as important but promoting consumption. They tend
to avoid advertising more than present-oriented people who see advertising
as complimenting their concern to “live for today.”
Future-oriented people see advertising as important in planning purchases
and are less likely to avoid it.The authors
wish to acknowledge Experian plc that allowed the use of MOSAIC for this
research. We would also like to thank Dr. David Bennison, reader in the
Locational Planning and Marketing Group, Department of Retailing and
Marketing, The Manchester Metropolitan University, and John Byrom,
research assistant in the same group, for their assistance with the MOSAIC
software.