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This article presents a typology of the different ways in which consumers resist advertising, and the tactics that can be used to counter or avoid such resistance. It brings together literatures from different fields of study, including advertising, marketing, communication science and psychology. Although researchers in these subfields have shown a substantial interest in (consumer) resistance, these streams of literature are poorly connected. This article aims to facilitate the exchange of knowledge, and serve as a starting point for future research. Our ACE typology distinguishes three types of resistance strategies: Avoiding, Contesting, and Empowering. We introduce these strategies, and present research describing advertising tactics that may be used to neutralize each of them.
