Abstract
The purpose of this paper is to apply the meta-theoretical model of motivation and personality (3M) of Mowen to study consumers' ad avoidance in the context of online personalized advertisements on Instagram. The current study developed a theoretical framework that links personality traits with reactance arousal and ad avoidance behaviours. Based on the data analysis, it was found that consumers with higher general self-efficacy tend to have more reactance arousal (situational level trait) compared to ad irritation, ad skepticism (surface traits), and ad avoidance behaviours towards personalized advertising on Instagram. The findings will help advertisers and marketers in segmenting the market better based on young users' efficacy levels, navigational habits, personality traits, functional motives, and demographic variables to effectively reach the targeted consumers.
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