# Consumer's Attitude towards Display Google Ads
## 4 Discussion  
This research aims to identify and understand the factors that affect the consumer's attitude towards Display Google ads by perceiving the intentions to click. The current research model consists of four independent variables: Display Google ads' credibility, originality, prior experience, relevance, and two dependent variables; intention to click on Display Google ads and Display Google ads avoidance, in addition to one mediator: consumer's attitude towards Display Google ads. The following section includes hypotheses results discussion. Display Google ads Avoidance: The first set of hypotheses that analyzes the relationships between Display Google ads avoidance and how it is affected by three differentvariables: Display Google ads' prior experience, originality, and relevance, resulting in a weak variance (R\({}^{2}\) = 0.129). This result may be due to the misleading terms since avoidance is a broad term and could be understood differently by each individual. Google Display Ads and Prior Experience: Display Google ads' prior experience has a significant negative impact on Display Google ads avoidance. However, the result of the data analysis was inconsistent with this hypothesis (\(\beta\) = 0.085; \(p\) < 0.05; =0.222). Past studies examined the impact of prior experience on online ad avoidance, which was accordant with the developed hypothesis [42; 56]. A negative experience is more likely to increase the avoidance of online advertisements that were measured by several factors, such as dissatisfaction, lack of incentive, and lack of usefulness [42]. Positive prior experience could increase the impact on SSA credibility and attention to SSA [38]. Consumers that are experienced with advertisements tend to be less tempted to avoid ads [76]. The negative prior experience would affect the user's perceived information processing and the manner of the intended message [56]. Users who are over-experienced with the same advertising clutter might decrease their tendency to avoid internet advertisements [77]. Prior experience is important as it depends on who sends and who receives the message [43], as the information that the receiver of the message has can perform a vital role in the acceptance of the message [44]. Customers' prior experience and trust affect customers' attitudes and behavior [18]. The hypothesis was rejected due to having limited studies that analyzed the correlation between prior experience and ads avoidance within Display Google advertising. Display Google ads Originality: Display Google ads originality has a significant negative effect on Display Google ads avoidance. The data analysis showed a compatible result with this hypothesis (\(\beta\) = -0.270; \(p\) < 0.05; =0.000). Another research further investigated this by stating that originality in terms of creativity can be the element that distinguishes online advertising from traditional advertisements, thus originality is seen as the tool to eliminate the consumers' patterns of avoidance [33]. An original ad is not enough to reduce avoidance, the advertisement must combine originality with other elements, such as usefulness [78], due to the difference between both contexts in which this study investigated advertisements in the context of video advertisement only. The keyword focus on originality, relevance, information, and content, which affect customers' behavior [14]. Massage fit, frame, and focus affect customers' attention and behavior [17]. Real-time Google Ads create new ad data [37]. Original and relevant information increase trust [18]. Display Google ads Relevance: The last hypothesis states that Display Google ads Relevance have a significant negative impact on Display Google ads avoidance. The result of the data analysis was consistent with this hypothesis. Increasing relevant content may reduce ad avoidance due to a lack of interactivity [78]. Users may feel that ads may not be relevant to their interests, which increases the tendency to avoid ads [42].