Time Pressure and Time Planning in Explaining Advertising Avoidance Behavior

In this study two factors, central to time allocation theory, are identified as relevant to an understanding of television advertising avoidance behaviour: time pressure and time planning. Drawing from Reactance theory, their significance in predicting two different types of avoidance, mechanical and behavioural, are examined empirically. As attitudes to time allocation are culturally and contextually dependent, two studies are reported, one in the United Kingdom, the other in Chile. In the former, time planning is a significant predictor of mechanical avoidance, and time pressure significantly impacts behavioural avoidance. In the latter behavioural avoidance is predicted by time planning.