TY - JOUR
T1 - Recognizing Native Ads as Advertising
T2 - Attitudinal and Behavioral Consequences
AU - An, Soontae
AU - Kerr, Gayle
AU - Jin, Hyun Seung
N1 - Publisher Copyright:
Copyright 2018 by The American Council on Consumer Interests
PY - 2019/12/1
Y1 - 2019/12/1
N2 - This study assessed consumers' initial reactions to in-feed native ads appearing as news content. In particular, it focuses on consumers' recognition of advertising when they realize that content they had thought were news stories had in fact been advertising. Recognition of advertising made consumers infer that advertisers had deliberately manipulated them. Consequently, consumers engaged less with the message, had less positive attitudes toward the brand, and were less likely to purchase and share. The results demonstrated the mechanisms through which the two mediators, manipulative intent and message engagement, lowered brand attitude, purchase intention, and sharing intention. In addition, ad disclosure made more people recognize the ad when they were exposed to it than when it was not disclosed as an ad.
AB - This study assessed consumers' initial reactions to in-feed native ads appearing as news content. In particular, it focuses on consumers' recognition of advertising when they realize that content they had thought were news stories had in fact been advertising. Recognition of advertising made consumers infer that advertisers had deliberately manipulated them. Consequently, consumers engaged less with the message, had less positive attitudes toward the brand, and were less likely to purchase and share. The results demonstrated the mechanisms through which the two mediators, manipulative intent and message engagement, lowered brand attitude, purchase intention, and sharing intention. In addition, ad disclosure made more people recognize the ad when they were exposed to it than when it was not disclosed as an ad.
UR - http://www.scopus.com/inward/record.url?scp=85060988032&partnerID=8YFLogxK
U2 - 10.1111/joca.12235
DO - 10.1111/joca.12235
M3 - Article
AN - SCOPUS:85060988032
VL - 53
SP - 1421
EP - 1442
JO - Journal of Consumer Affairs
JF - Journal of Consumer Affairs
SN - 0022-0078
IS - 4
ER -