信息流媒体平台的动态性和响应性，一方面赋予了用户自由筛选和屏蔽信息的权利，另一方面也让平台可以根据用户反馈及时调整后续信息的推送策略。当前，用户屏蔽信息流广告的行为非常普遍，然而传统广告回避的研究结论无法平移到信息流广告的重定向情境。本研究将从用户动态信息加工的视角出发，探讨用户在不同信息加工模式下的信息流广告屏蔽与重定向策略。通过对大量观察数据的挖掘分析并结合实验室实验，结果表明：对于处于快处理模式屏蔽信息流广告的用户，后续为其推送与屏蔽广告不同品类的产品广告能使其拥有更积极的广告态度；对于处于慢处理模式屏蔽信息流广告的用户，后续为其推送与屏蔽广告相同品类的产品广告能使其拥有更积极的广告态度。研究结论对信息流广告投放实践具有管理启示作用。

The dynamic and responsive nature of feed-based media platforms grants users the freedom to filter and block information, while simultaneously allowing the platform to adjust its subsequent content delivery strategies based on user feedback. Currently, the behavior of users blocking feed advertisements is widespread; however, the findings of traditional ad avoidance research cannot be directly applied to the context of retargeting in feed ads. From the perspective of user dynamic information processing, this research explores users’ In-feed naive advertising blocking and redirection strategies in different information processing states. Through mining and analysis of a large amount of observation data combined with laboratory experiments, the results show that for users who are in the fast processing mode to block In-feed native advertising, the subsequent promotion of advertisements for different types of products can bring more positive advertising attitudes; For users who are in the slow processing mode to block In-feed native advertising, the subsequent push, and blocking of similar products can bring a more positive advertising attitude. The research conclusions have management implications for the practice of In-feed native advertising.