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Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language

Title
Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language
Authors
Wen, Taylor JingKim, EuniceWu, LinwanDodoo, Naa Amponsah
Ewha Authors
Eunice Eun-Sil Kim(김은실)
SCOPUS Author ID
Eunice Eun-Sil Kimscopus
Issue Date
2020
Journal Title
INTERNATIONAL JOURNAL OF ADVERTISING
ISSN
0265-0487JCR Link

1759-3948JCR Link
Citation
INTERNATIONAL JOURNAL OF ADVERTISING vol. 39, no. 1, pp. 74 - 93
Keywords
Native advertisingcognitive loaddisclosure languagepersuasion knowledgeperceived manipulativeness
Publisher
ROUTLEDGE JOURNALS, TAYLOR &

FRANCIS LTD
Indexed
SSCI; SCOPUS WOS scopus
Document Type
Article
Abstract
Incorporating the theory of limited cognitive capacity and persuasion knowledge model, this article examines the interaction effect between cognitive load and disclosure language on the activation of persuasion knowledge and perceived manipulativeness of native advertising. Two experimental studies suggested that individuals with varied levels of cognitive load responded to native advertisements using explicit versus implicit disclosure language differently. The current research contributes to theory building in the native advertising literature and provides practical implications to advertising practitioners and regulatory agencies.
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DOI
10.1080/02650487.2019.1585649
Appears in Collections:
사회과학대학 > 심리학전공 > Journal papers
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