Dislike of television advertising cuts across demographic boundaries. Past research has not shown a consistent link between demographic characteristics and attitudes to TV advertising in general. In addition, the attitude io television advertising in general is a complex construct because viewers dislike television advertising for different reasons. This research demonstrates that to identify people who dislike television advertising, one must consider specific interactions between demographics and viewers' reasons for their attitudes to television advertising. Using a large nationally projectable sample, we find that:
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Alwltt et al. (1994) studied this question.
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