Conference proceeding
INFORMATION OR DECEPTION? EFFECTS OF DISCLOSURE LANGUAGE AND PROMINENCE ON CONSUMERS' VIGILANCE ABOUT NATIVE ADVERTISING
American Academy of Advertising. Conference. Proceedings (Online), pp.116-116
01 Jan 2018
Abstract
With native advertising attracting consumers to form brand relationships, there has been a concern that consumers are not clearly aware of this new form of advertising. Though public policies specify that native advertisements include prominent advertising disclosures and use consumer-friendly disclosure language, research has found that consumers fail to recognize the incentivized nature of native advertising due to less prominent and vague labels for disclosure. The current study conducts two experiments using a U.S. adult sample to examine how disclosure prominence and language choice could affect consumers' vigilance of the incentivized nature of native advertising and shape their evaluations of the ad. As a cognitive process mechanism, we find cognitive fluency plays a mediating role. Importantly, we find the prominence level moderates the effect of disclosure language on consumer response. Theoretical and consumer implications are discussed.
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Details
- Title
- INFORMATION OR DECEPTION? EFFECTS OF DISCLOSURE LANGUAGE AND PROMINENCE ON CONSUMERS' VIGILANCE ABOUT NATIVE ADVERTISING
- Creators
- Ilwoo JuHyunmin Lee
- Publication Details
- American Academy of Advertising. Conference. Proceedings (Online), pp.116-116
- Publisher
- American Academy of Advertising
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Communication
- Identifiers
- 991021863209004721