The Antecedents and Consequences of Perceived Advertising Clutter

This research examines the causes and consequences of perceived ad clutter. Study 1 employs a national consumer survey to examine perceived ad clutter in magazines and television. It considers communication problems that impair search for content (hinder search), interrupt processing (disruption), or degrade the quality of media processing (distraction). Survey findings for both media suggest that the communication problems caused by advertising increase perceived ad clutter and that perceived ad clutter broadly affects perceptions and behaviors related to advertising and advertising media. Study 2 considers similar variables in an experiment using magazines. Experimental findings indicate that disruptive ads lower attitude toward ads in the vehicle and increase ad avoidance.