Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience

Dix, Steve; Bolt, Daniel

Access Status

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Authors

Dix, Steve

Bolt, Daniel

Date

2011

Type

Conference Paper

Metadata

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Citation

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

1888624108

School

School of Marketing

URI

http://hdl.handle.net/20.500.11937/62284

Collection

Curtin Research Publications

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.