The mood effect: How mood, disclosure language and ad skepticism influence the effectiveness of native advertising
- 등재 SSCI, SCOPUS
- OA유형 All Open Access; Hybrid Gold Open Access
- 발행기관 John Wiley and Sons Ltd
- 발행년도 2023
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000211356
- 본문언어 영어
- Published As https://doi.org/10.1002/cb.2197
초록/요약
This research investigated the interplay between mood, disclosure language, and ad skepticism on consumers' recognition and evaluation of native advertising. During two online experiments, participants first received a mood manipulation and then read an article-style native advertisement. Results from both studies indicated that participants were more likely to recognize a native ad with an explicit rather than an implicit disclosure label, and a negative mood was more likely than a positive mood to drive participants to recognize the native ad. More importantly, participants in a positive mood evaluated a native ad with an implicit disclosure more favorably than an ad with an explicit disclosure. By contrast, participants in a negative mood responded more positively to a native ad with explicit disclosure compared to an ad with implicit disclosure. Study 2 demonstrated that the interaction between mood and disclosure language was further moderated by individuals' levels of ad skepticism. These results are believed to provide meaningful theoretical and practical implications to the field of native advertising and consumer behavior. © 2023 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons Ltd.
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