showing 2 related works from this author
The disclosure paradox: how persuasion knowledge mediates disclosure effects in sponsored media content
2020
Persuasion knowledge is an established construct in the explanation of recipients’ coping with persuasive communication. It gains particular importance when persuasion attempts are covert. This is ...
Advertising in disguise? How disclosure and content features influence the effects of native advertising
2020
Abstract Native advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term perspective. In addition, we explore persuasion through certain content features (i. e., message sidedness and use of exemplars) and how they affect disclosure effects. Results show that disclosures increase perceived persuasive intent but d…