Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language

Taylor Jing Wen, Eunice Kim, Linwan Wu, Naa Amponsah Dodoo

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

Abstract

Incorporating the theory of limited cognitive capacity and persuasion knowledge model, this article examines the interaction effect between cognitive load and disclosure language on the activation of persuasion knowledge and perceived manipulativeness of native advertising. Two experimental studies suggested that individuals with varied levels of cognitive load responded to native advertisements using explicit versus implicit disclosure language differently. The current research contributes to theory building in the native advertising literature and provides practical implications to advertising practitioners and regulatory agencies.

Original languageEnglish
Pages (from-to)74-93
Number of pages20
JournalInternational Journal of Advertising
Volume39
Issue number1
DOIs
StatePublished - 2 Jan 2020

Keywords

  • cognitive load
  • disclosure language
  • Native advertising
  • perceived manipulativeness
  • persuasion knowledge

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