Data for: To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

Published: 1 May 2018 | Version 1 | DOI: 10.17632/89nk3kp8tg.1

Description of this data

In this file, the rows represent the 1,511 subjects of the final sample, and the columns correspond to the following variables/items:
Sex: male/female.
Age: years.
Current users of ad blockers: 1 for those participants who were using ad blockers at the moment, and 0 otherwise.
Past users of ad blockers: 1 if the participant had been using ad blockers previously but decided to stop using them, and 0 otherwise.
The following items correspond to the latent variables (please see Table 1) and are rated on a seven-point Likert scale (from –3 = completely disagree, to 3 = completely agree).
kab_1: I have knowledge about the tools that block Internet advertising such as AdBlock.
kab_2: I am aware that these tools (ad blockers) are easy to install on a computer.
kab_3: I know that ad blockers reduce risk of viruses and malicious software.
kab_4: I know that these blockers filter out advertisements that might interest me.
aoa_1: I think Internet advertisements are worth it.
aoa_2: Generally, I consider Internet advertising to be a good thing.
aoa_3: My general opinion about Internet advertising is highly favorable.
aoa_4: I appreciate seeing advertising messages on the Internet.
poa_1: Internet advertising is very entertaining.
poa_2: Sometimes I take pleasure in thinking about what I saw or heard on online ads.
poa_3: Viewing online advertisements is a pleasant experience for me.
poa_4: Sometimes online advertising is even more enjoyable than other Internet content.
coa_1: Consumers may obtain reliable information through Internet advertising.
coa_2: Most Internet advertisements are trustworthy.
coa_3: Online advertisements reliably inform about the quality of products.
coa_4: Internet advertisements accurately reflect what products are like.
eoa_1: Internet advertising contributes to society’s economic development.
eoa_2: Internet advertising helps raise our standard of living.
eoa_3: Online advertisements promote competition, which benefits consumers.
eoa_4: Online advertisements are necessary to support websites.
ioa_1: Online advertising gets in the way of my Internet searches.
ioa_2: Online advertising disrupts my activity on the Internet.
ioa_3: Online advertising distracts me from my objectives while on the Internet.
ioa_4: Internet advertisements intrude on the content I am accessing.
oac_1: There are too many advertisements on the Internet.
oac_2: Internet advertisements are very repetitive.
oac_3: Web sites are full of advertising messages.
oac_4: We Internet users are inundated with so much online advertising.

Experiment data files

This data is associated with the following publication:

To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

Published in: Telematics and Informatics

Latest version

  • Version 1


    Published: 2018-05-01

    DOI: 10.17632/89nk3kp8tg.1

    Cite this dataset

    Redondo, Ignacio; Aznar, Gloria (2018), “Data for: To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising”, Mendeley Data, v1


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Downloads: 40


Software, Internet Advertising, Website Visitor Behaviour, Technology Adoption


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The files associated with this dataset are licensed under a Public Domain Dedication licence.

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