Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience
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Authors
Dix, Steve
Bolt, Daniel
Date
2011Type
Conference Paper
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Dix, S. and Bolt, D. 2011. Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience, in Erdener Kaynak and Talha Harcar (ed), International Management Development Association Twentieth World Business Congress, Jul 3 2011, pp. 262-267. Poznan, Poland: International Management Development Association.
Source Title
Advances in global management development
Source Conference
International Management Development Association Twentieth World Business Congress
ISBN
School
School of Marketing
Collection
Abstract
The aim is to re-examine Obermiller et al. (2005) and Hardesty et al.’s (2002) findings on scepticism, within an Australian context. In addition, another possible moderator, product category experience is tested for its influence on brand attitude. Results revealed that ad scepticism had the greatest (negative) impact on brand attitude and purchase intention. No significant moderating relationship was evident between brand familiarity, product category experience and media platform on brand attitude. Results from this study emphasize to advertisers the negative effect of scepticism on advertising’s effectiveness to persuade consumers to buy an advertised brand.
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