Time Orientation and Attitude to Advertising in Explaining Advertising Avoidance

Television has changed our use of time far more than any other technological development (Robinson 1990). For many, watching television has become the main leisure experience. By the late 1990’s in Britain, (one of the two countries where we undertook empirical work) people aged 4 and over spend an average of 25 hours per week watching television, almost 4 hours per day. People over 65 watch about twice as much as children aged 4 to 15 (Social Trends 2000)....