More than a third of consumers (35%) have chosen not to buy a certain brand because they found its advertising distasteful, including 22% who have done so in the prior year, finds Harris Interactive. 
More than a quarter have avoided a brand because they disliked the spokesperson it used (28%), and 27% because they dislike a program or event sponsored by the brand. Those aged 18-34 and aged 55 and older are the most likely to have avoided a brand because of its advertising or spokesperson. Those aged 55 and older (30%) are more likely than those aged 18-54 (26%) to choose not to buy a brand because of an event or program it sponsored. [Marketing/Advertising]
Source: “Harris Poll, February 4, 2010,” Harris Interactive, Alyssa Hall, 161 Sixth Ave., New York, NY 10013; 212-539-9749; ahall@harrisinteractive.com; www.harrisinteractive.com.
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