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This research examines two attention‐getting tactics commonly used in television advertising and explores how the use of these tactics might sometimes lead consumers to infer that the advertiser is attempting to manipulate the audience. The article explores how inferences of manipulative intent might arise if a consumer's perceptions of personal investments, personal benefits, advertiser's investments, and advertiser's benefits associated with the ad are not in balance. The data show that inferences of manipulative intent are related to measures of personal benefits, personal investments, and advertiser's investments as predicted and that these variables mediate the relationship between the attention‐getting tactics and inferences of manipulative intent. Inferences of manipulative intent are found to lower advertising persuasion as measured by ad attitudes, brand attitudes, and purchase intentions.

Three experiments show that the source of price change information⎯whether human or nonhuman⎯moderates the effect of price change on perceptions of price fairness. Both inferences of the marketer's motive and stimulus-induced affect mediate the effects of the source and price change. Opportunity and motivation to process also affect the relative influence of inferred motive and affect. This research demonstrates antecedent roles of both price source and affect.

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