Consumers' skepticism towards advertising claims
MetadataShow full item record
The purpose of this study is threefold. It investigates (a) how personal and social influences affect consumers’ skepticism toward advertising claims (CSA) and how CSA influences inferences of manipulative intent (IMI), (b) the mediating role of attitude toward the advertisement between IMI and product judgment and (c) the moderating roles of brand familiarity and perceived risk on consumers’ skepticism toward advertising, inferences of manipulative intent and product judgment.
Showing items related by title, author, creator and subject.
The relationship between high school students' liking of elements in alcohol advertising and advertising effectivenessFielder, Lynda Jane (2011)The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005; Jernigan & Mosher, 2005; Jernigan, Ostroff, & Ross, ...
Dix, Steve; Jamieson, K.; Shimul, A. (2016)© 2016, © Emerald Group Publishing Limited. Purpose – The purpose of this paper is to examine the drivers of the acceptance of short message services (SMS) advertising and how it is still relevant and active in South ...
Tien, Cheryl; Phau, Ian (2010)This research provides some empirical findings of the relationships between the antecedents as well as the outcomes variables of consumers’ skepticism toward advertising. Consumer skepticism toward advertising is defined ...