Consumer Responses to Advertising on the Internet: The Effect of Individual Difference on Ambivalence and Avoidance

The purpose of this study was to understand the effect that individual characteristics have on consumer advertising processing under high- and low-interactivity circumstances on the Web. Tests on the relationship between individual differences and advertising responses form the basis of this empirical study on the Web. The results indicated that consumers have a higher tendency to avoid or experience ambivalence about Internet advertisements under low-interactivity circumstances, and attitudinal ambivalence lead to avoidance when responding to advertisements on the Internet. Personality variables are the main factors in consumer decision-making behaviors and Internet characteristics, such as levels of interactivity, can greatly influence the effectiveness of advertising in online environments. Advertising credibility could influence people's consumer attitudes, beliefs, or behaviors over time on the Web.