Onderzoeksartikel

Het wegzappen van brievenbusreclame: achtergronden van het gebruik van de anti-reclamesticker

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Abstract

During the last decade, unaddressed advertising via the letterbox has more than doubled. Many people indicate that such advertising is not welcome by putting an anti-advertsticker on their letterbox. In this article a model is developed that gives insight into the determinants of this behaviour. This model provides a good explanation of the use of anti-advert letterbox stickers (explained variance equals 59 percent). Although actions against unwanted advertising traditionally originated from the environmental movement, environmental concerns play a minor role in the decision to use a sticker. Annoyance over junkmail in the letterbox is much more important.

How to Cite:

Van Den Putte, B. & Lensen, A., (1997) “Het wegzappen van brievenbusreclame: achtergronden van het gebruik van de anti-reclamesticker”, Tijdschrift voor Communicatiewetenschap 25(2), 81–97.