A customer's existing opinion of a product (in this case, banner ads) is the cognitive component of ad avoidance, which in turn influences attitudes and behavior. The customer will typically draw conclusions from his previous experiences, particularly the negative experiences of having clicked unpleasant ads in the past. His general feeling about an object is the effective component of the customer's ad avoidance; for example, if he is already averse to ads in general, this aversion will be bolstered by ads on a website. Finally, the behavioral component of ad avoidance consists of taking actions to avoid ads: scrolling down to avoid banner ads, blocking popups, etc.