Socialization and Adolescents' Skepticism toward Advertising

Mangleburg, Tamara F.; Bristol, Terry

doi:10.1080/00913367.1998.10673559

Cited by 200 publications

(41 citation statements)

References 21 publications

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“…Future research may include a more diverse sample of adolescents and children and examine whether there are differences in disclosure effects due to age. It could be that sponsorship disclosure has a stronger effect on older children, because their persuasion knowledge is better developed (Mangleburg and Bristol 1998; Robertson and Rossiter 1974). …”

Section: Discussionmentioning

confidence: 99%

This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

Reijmersdal

Boerman

Buijzen

et al. 2016

J Youth Adolescence

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As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents’ persuasion knowledge (i.e., recognition of brand placement as being advertising, understanding that brand placement has a persuasive intent and critical attitude toward brand placement) and brand responses (i.e., brand memory and brand attitude). To do so, an earlier study that was conducted among adults was replicated among adolescents aged 13–17 years (N = 221, 44 % female). The present study shows that brand placement disclosure had limited effects on adolescents’ persuasion knowledge as it only affected adolescents’ understanding of persuasive intent, did not mitigate persuasion, but did increase brand memory. These findings suggest that brand placement disclosure has fundamentally different effects on adolescents than on adults: the disclosures had less effects on activating persuasion knowledge and mitigating persuasion among adolescents than among adults. Implications for advertising disclosure regulation and consequences for advertisers are discussed.

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Section: Discussionmentioning

confidence: 99%

This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

Reijmersdal

Boerman

Buijzen

et al. 2016

J Youth Adolescence

View full text Add to dashboard Cite

show abstract

“…According to this model, then, an individual is more easily influenced by organizational self-claims to the extent that she has less knowledge about the situation. Yet, other work has suggested that such knowledge may be less relevant because individuals are generally skeptical of promotional claims altogether (Ford, Smith, and Swasy 1990;Vonk 1999;Tal-Or 2010) and that this skepticism is learned through a socialization process during adolescence (Boush, Friestad, and Rose 1994;Mangleburg and Bristol 1998). In short, the preponderance of evidence from the consumer research literature suggests that individuals do not generally take organizational claims at face value but that the willingness to do so may vary depending on an individual's knowledge of the situation at hand.…”

Section: Self-proclamations Of An Authentic Identitymentioning

confidence: 93%

“…One stream of research discussed here has long suggested that individuals are generally skeptical of most promotional claims made by organizations (Boush et al 1994;Friestad and Wright 1994;Mangleburg and Bristol 1998), with claims frequently causing a cultural backlash (Holt 2002;Murray and Ozanne 1991). The logic driving these assertions is that individuals believe that these claims are motivated by selfinterests and, therefore, exaggerated or, worse, untrue (Robinson, Johnson, and Shields 1995;Hoorens et al 2012).…”

Section: Discussionmentioning

confidence: 99%

The Perils of Proclaiming an Authentic Organizational Identity

Kovács¹,

Carroll²,

Lehman³

2017

SocScience

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An emerging body of research consistently demonstrates that individuals in developed consumer markets value authenticity. But how individuals respond to organizations that tout their identities as authentic is not so well understood. We argue that organizational attempts at explicitly proclaiming their own identity as authentic will generally be regarded by individuals with skepticism and devaluation. Across two studies with different research designs, we find consistent empirical evidence that individuals devalue organizations making identity self-claims of authenticity. The first study analyzed authenticity claims made in the texts of menus from 1,393 restaurants in Los Angeles and their corresponding 450,492 online consumer reviews recorded from 2009 to 2016. The second study used a controlled, minimalistic experimental setting with fictitious restaurant menus that examined reactions to generic authenticity self-claims. The findings illuminate how individuals respond to organizational identity claims about authenticity and raise interesting questions about other types of identity claims.

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“…Within consumer research, skepticism has typically been conceptualized as a stable belief that increases consumer distrust of marketing communications (Obermiller & Spangenberg, 1998) and creates a negative attitude toward the motives of marketers (Andrews, 1989;Boush, Friestad, & Rose, 1994;Calfee & Reingold, 1994;Mangleburg & Bristol, 1998). The presumed stability of skepticism has also prompted the development of scales to measure it (Kanter & Wortzel, 1985;Obermiller & Spangenberg, 1998).…”

Section: Conceptual Developmentmentioning

confidence: 99%

When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism

2003

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Prior research suggests that consumers evaluate firms more negatively if they attribute the firm's business practices to firm-serving motivations rather than to motivations that serve the public good. We propose an alternative hypothesis: Firm-serving attributions lower evaluation of the firm only when they are inconsistent with the firm's expressed motive. As such, the negative effect of consumer skepticism regarding a firm's motives can be inhibited by public acknowledgment of the strategic benefits to the firm. The power of this inhibition procedure was demonstrated in an experiment in which we manipulated the salience of firm-serving benefits and the firm's publicly stated motive. Consumer evaluation of the sponsoring firm was lowest in conditions when firm-serving benefits were salient and the firm outwardly stated purely public-serving motives. This experiment also revealed that the potential negative effects of skepticism were the most pronounced when individuals engaged in causal attribution prior to company evaluation. Finally, in this study we measured the different effects on attribution and evaluation of 2 distinct forms of skepticism: situational skepticism, which is a momentary state of distrust of an actor's motivations, and dispositional skepticism, which is an individual's ongoing tendency to be suspicious of other people's motives.

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Socialization and Adolescents' Skepticism toward Advertising

Cited by 200 publications

References 21 publications

This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

The Perils of Proclaiming an Authentic Organizational Identity

When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism

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