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Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion
This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowled...
Autores principales: | , , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
SAGE Publications
2016
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5042288/ https://www.ncbi.nlm.nih.gov/pubmed/27721511 http://dx.doi.org/10.1177/0002764216660141 |
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author | van Reijmersdal, Eva A. Fransen, Marieke L. van Noort, Guda Opree, Suzanna J. Vandeberg, Lisa Reusch, Sanne van Lieshout, Floor Boerman, Sophie C. |
author_facet | van Reijmersdal, Eva A. Fransen, Marieke L. van Noort, Guda Opree, Suzanna J. Vandeberg, Lisa Reusch, Sanne van Lieshout, Floor Boerman, Sophie C. |
author_sort | van Reijmersdal, Eva A. |
collection | PubMed |
description | This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people’s persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments (N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained insights do not only advance our theoretical understanding of how disclosures of sponsored blogs affect persuasion but also provide valuable insights for legislators, advertisers, and bloggers. |
format | Online Article Text |
id | pubmed-5042288 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2016 |
publisher | SAGE Publications |
record_format | MEDLINE/PubMed |
spelling | pubmed-50422882016-10-05 Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion van Reijmersdal, Eva A. Fransen, Marieke L. van Noort, Guda Opree, Suzanna J. Vandeberg, Lisa Reusch, Sanne van Lieshout, Floor Boerman, Sophie C. Am Behav Sci Articles This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people’s persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments (N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained insights do not only advance our theoretical understanding of how disclosures of sponsored blogs affect persuasion but also provide valuable insights for legislators, advertisers, and bloggers. SAGE Publications 2016-07-22 2016-11 /pmc/articles/PMC5042288/ /pubmed/27721511 http://dx.doi.org/10.1177/0002764216660141 Text en © 2016 SAGE Publications http://creativecommons.org/licenses/by-nc/3.0/ This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 3.0 License (http://www.creativecommons.org/licenses/by-nc/3.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage). |
spellingShingle | Articles van Reijmersdal, Eva A. Fransen, Marieke L. van Noort, Guda Opree, Suzanna J. Vandeberg, Lisa Reusch, Sanne van Lieshout, Floor Boerman, Sophie C. Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion |
title | Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion |
title_full | Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion |
title_fullStr | Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion |
title_full_unstemmed | Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion |
title_short | Effects of Disclosing Sponsored Content in Blogs: How the Use of Resistance Strategies Mediates Effects on Persuasion |
title_sort | effects of disclosing sponsored content in blogs: how the use of resistance strategies mediates effects on persuasion |
topic | Articles |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5042288/ https://www.ncbi.nlm.nih.gov/pubmed/27721511 http://dx.doi.org/10.1177/0002764216660141 |
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