Recognizing Native Ads as Advertising: Attitudinal and Behavioral Consequences

Soontae An, Gayle Kerr, Hyun Seung Jin

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


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.

Original languageEnglish
Pages (from-to)1421-1442
Number of pages22
JournalJournal of Consumer Affairs
Issue number4
StatePublished - 1 Dec 2019

Bibliographical note

Publisher Copyright:
Copyright 2018 by The American Council on Consumer Interests


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