Survey of internet users' attitudes toward internet advertising

Ann E. Schlosser, Sharon Shavitt, Alaina Kanfer

Research output: Contribution to journalArticlepeer-review


Many have speculated about the current state of Internet advertising (IA), how it compares to advertising in general (GA), and its implications for traditional marketing models and practices. Although many estimates exist regarding who uses the Internet as well as guidelines about how best to design IA, little is known about Internet users' attitudes toward IA, much less what characterizes these attitudes. To test this, a national sample of over 400 participants with at least some exposure to the Internet was surveyed. The results revealed no majority opinion of IA: approximately a third of respondents liked, disliked, and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions.

Original languageEnglish (US)
Pages (from-to)34-54
Number of pages21
JournalJournal of Interactive Marketing
Issue number3
StatePublished - Jan 1 1999

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

Fingerprint Dive into the research topics of 'Survey of internet users' attitudes toward internet advertising'. Together they form a unique fingerprint.

Cite this