ABSTRACT
The present study investigates the discourses on the use of ad blockers. Based on in-depth interviews with consumers who have activated blockers, three discourses emerged concerning this new technology: 1) Autonomy and control of advertising effects; 2) Exchanges on the Internet: asymmetry, paradoxes, and search for equity; and 3) Efficiency and convenience. Departing from these results, this study discusses the positioning of anti-consumption studies as the study of "reasons against" consumption. The paper proposes complementary approaches to the anti-consumption research, founded less on the intentional and conscious aspects of consumers and more on the notion of power as an entity disputed by the actors.
KEYWORDS
Ad blocker; anti-consumption; resistance; power; online advertising