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Applying psychological reactance theory (PRT) as a theoretical framework, this study investigates reactance-related factors to better understand why consumers avoid advertising on Facebook. An online survey was conducted to develop and empirically test a conceptual model that integrates the antecedents and outcomes of reactance against Facebook newsfeed ads. Specifically, the study employs Facebook users' perceptions of autonomy, freedom threat, and intrusiveness as antecedents of reactance and measures two sub-constructs of reactance: negative cognitions and anger. As the outcomes of reactance, two types of ad avoidance are examined: cognitive and behavioral. The major findings reveal that users’ perceived autonomy decreases their perceptions of ad intrusiveness. Subsequently, ad intrusiveness and freedom threat to use Facebook have a positive effect on reactance, which influences ad avoidance. Theoretical and managerial implications are also discussed.

Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance