The DOI matches its Crossref record; 33 of the 33 references it cites were found in a registry or an index.
Effects of online advertising format and persuasion knowledge on audience reactions
Abstract
In an experiment (N = 99), effects of subtle and prominent online advertising formats, respectively sponsored content and banner ads, on audience reactions toward the advertisement are tested. In addition, the role of several persuasion knowledge elements such as understanding of persuasive intent and ad skepticism in processing online advertising formats is investigated. Results show that participants find the sponsored content more informative, more amusing, and less irritating than the banner ad. With respect to persuasion knowledge, recognition of the advertising format, understanding of persuasive intent, and ad skepticism are higher for banner ads than for sponsored content. Furthermore, ad skepticism seems to be strongly related to perceived advertising value. These new findings show that persuasion knowledge plays a role in the appreciation of subtle and prominent online advertising formats.
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Citations
Cites
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811 · cited 1×
“The Persuasion Knowledge Model by Friestad and Wright (1994) is based on the assumption that consumers use their persuasion knowledge to cope with commercial persuasion attempts (i.”
BackgroundPerceptions of Internet Information Credibility
Flanagin, A. J., & Metzger, M. J. (2000) · Journalism & Mass Communication Quarterly · doi:10.1177/107769900007700304 · Cited by 1,069
Development of a Scale to Measure Consumer Skepticism Toward Advertising
Obermiller, C., & Spangenberg, E. R. (1998) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp0702_03 · Cited by 1,037 · cited 1×
“Measurement of singular persuasion knowledge dimensions has been developed and tested in multiple studies, for example, scale validation of ad skepticism (Obermiller and Spangenberg 1998 ), scale development to assess children's attitude toward TV advertising (Derbaix and Pecheux 2003 ), a reliability short test for c…”
MethodWHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?
Cho, C.-H., & as-, U. O. T. A. A. I. A. (2004) · Journal of Advertising · doi:10.1080/00913367.2004.10639175 · Cited by 827
How consumers assess the value of advertising
Ducoffe, R. H. (1995) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1995.10505022 · Cited by 774
Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics
Boush, D. M., Friestad, M., & Rose, G. M. (1994) · Journal of Consumer Research · doi:10.1086/209390 · Cited by 618
AD SKEPTICISM: The Consequences of Disbelief
Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005) · Journal of Advertising · doi:10.1080/00913367.2005.10639199 · Cited by 543
The Interactive Advertising Model: How Users Perceive and Process Online Ads
Rodgers, S., & Thorson, E. (2000) · Journal of Interactive Advertising · doi:10.1080/15252019.2000.10722043 · Cited by 464
Livingstone, S., & Helsper, E. J. (2006) · Journal of Communication · doi:10.1111/j.1460-2466.2006.00301.x · Cited by 391
The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests
Mallinckrodt, V., & Mizerski, D. (2007) · Journal of Advertising · doi:10.2753/joa0091-3367360206 · Cited by 340
Cited by
De Veirman, M., Cauberghe, V., & Hudders, L. (2017) · International Journal of Advertising · doi:10.1080/02650487.2017.1348035 · Cited by 2,548
Wojdynski, B. W., & Evans, N. J. (2016) · Journal of Advertising · doi:10.1080/00913367.2015.1115380 · Cited by 632
Exploring how consumers cope with online behavioral advertising
Ham, C.-D. (2017) · International Journal of Advertising · doi:10.1080/02650487.2016.1239878 · Cited by 184
Johnson, B. K., Potocki, B., & Veldhuis, J. (2019) · Journal of Computer-Mediated Communication · doi:10.1093/jcmc/zmz003 · Cited by 72
Metadata
- Authors
- Tutaj, K., & van Reijmersdal, E. A.
- Venue
- Journal of Marketing Communications
- Publisher
- Informa UK Limited
- Published
- 2012-01-19
- Volume
- 18
- Issue
- 1
- Pages
- 5-18
- ISSN
- 1352-7266 (ISSN-L)
- 1466-4445
- OpenAlex
- W2004176052
- Cited by
- 269
- References
- 33
- FWCI
- 22.20
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
