Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language
- 주제(키워드) Native advertising , cognitive load , disclosure language , persuasion knowledge , perceived manipulativeness
- 주제(기타) Business; Communication
- 설명문(일반) [Wen, Taylor Jing; Wu, Linwan] Univ South Carolina, Sch Journalism & Mass Commun, Columbia, SC 29208 USA; [Kim, Eunice] Ewha Womans Univ, Psychol, 416 Ewha Posco Hall,03760 Ewhayeodae Gil 52, Seoul, South Korea; [Dodoo, Naa Amponsah] Emerson Coll, Mkt Commun Dept, Boston, MA 02116 USA
- 등재 SSCI, SCOPUS
- 발행기관 ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- 발행년도 2020
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000165817
- 본문언어 영어
- Published As http://dx.doi.org/10.1080/02650487.2019.1585649
초록/요약
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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