IDEAS home Printed from https://ideas.repec.org/a/bla/jconsa/v53y2019i4p1421-1442.html
   My bibliography  Save this article

Recognizing Native Ads as Advertising: Attitudinal and Behavioral Consequences

Author

Listed:
  • Soontae An
  • Gayle Kerr
  • Hyun Seung Jin

Abstract

This study assessed consumers' initial reactions to in‐feed native ads appearing as news content. In particular, it focuses on consumers' recognition of advertising when they realize that content they had thought were news stories had in fact been advertising. Recognition of advertising made consumers infer that advertisers had deliberately manipulated them. Consequently, consumers engaged less with the message, had less positive attitudes toward the brand, and were less likely to purchase and share. The results demonstrated the mechanisms through which the two mediators, manipulative intent and message engagement, lowered brand attitude, purchase intention, and sharing intention. In addition, ad disclosure made more people recognize the ad when they were exposed to it than when it was not disclosed as an ad.

Suggested Citation

  • Soontae An & Gayle Kerr & Hyun Seung Jin, 2019. "Recognizing Native Ads as Advertising: Attitudinal and Behavioral Consequences," Journal of Consumer Affairs, Wiley Blackwell, vol. 53(4), pages 1421-1442, December.
    • Handle: RePEc:bla:jconsa:v:53:y:2019:i:4:p:1421-1442
    DOI: 10.1111/joca.12235
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/joca.12235
    Download Restriction: no
    File URL: https://libkey.io/10.1111/joca.12235?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Elizabeth A. Minton & Cindy X. Wang & Carissa M. Anthony, 2022. "Prosocial responses to global crises: Key influences of religiosity and perceived control," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 491-511, June.
    2. Myoung-Jin Chae, 2021. "Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media," Sustainability, MDPI, vol. 13(7), pages 1-22, March.
    3. Grigsby, Jamie L. & Mellema, Hillary N., 2020. "Negative Consequences of Storytelling in Native Advertising," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 61-78.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:jconsa:v:53:y:2019:i:4:p:1421-1442. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0022-0078 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.