The effect of celebrity endorsement on omission neglect at different levels of skepticism

Section: Introductionmentioning

confidence: 99%

Influencer endorsement posts and their effects on advertising attitudes and purchase intentions

Herrando

Hoyos

2022

“…For instance, in a recent study, Plotkina et al (2020) showed that participants did not know how to detect fake reviews, so warning about deception in online reviews made them more suspicious of both fake and genuine reviews. In another recent study, Lopes and Goulart‐da‐Silva (2021) showed that highly sceptical consumers exposed to celebrity‐endorsed campaigns lowered their assessments of the product when the information about the product was reduced. However, this effect was observed only among expert consumers.…”

Section: Discussionmentioning

confidence: 99%

“…As a result, consumers with higher levels of advertising scepticism tend to disbelieve and counterargue advertising claims to a greater extent (Obermiller & Spangenberg, 1998. Obermiller and Spangenberg's scale to measure consumer scepticism towards advertising has been used in many subsequent studies and has been proved reliable and valid (Hamby & Brinberg, 2018;Lopes & Goulart-da-Silva, 2021;Pan et al, 2017;Raziq et al, 2018;Chari et al, 2016;Yang & Hsu, 2017;Yang & Mundel, 2021). Obermiller and Spangenberg (1998, p. 163) claimed that advertising scepticism "refers to a single consistent response tendency".…”

Section: Consumer Advertising Scepticismmentioning

confidence: 99%

When transparency pays off: Enticing sceptical consumers with two‐sided advertising

Hernandez

Filho

Strano

2022

It has been generally assumed that higher levels of scepticism towards advertising invariably lead to higher resistance to advertising appeals. The main purpose of the present research was to examine whether highly sceptical consumers' resistance can be overcome by appeals associated with higher credibility. We tested our hypotheses using message sidedness as an advertising variable that has been associated with higher (two-sided) versus lower (one-sided) credibility. In three experimental studies, we examined more versus less sceptical consumers' responses to two-versus onesided appeals. We found that two-sided messages are more effective in increasing purchase intentions, through enhanced credibility, but only for consumers who are more sceptical of advertising. Less sceptical consumers trust both messages equally and their purchase intentions are not affected by the type of message. Importantly, we also showed that highly sceptical consumers trust two-sided appeals as much as their less sceptical counterparts. The study contributes to the literature on advertising and persuasion knowledge by showing that advertising scepticism does not elicit a single response tendency, as originally conceptualized. Rather, advertising scepticism is more consistent with the underpinnings of the Persuasion Knowledge Model, in that higher knowledge about persuasion tactics aids consumers to better cope with, and not invariably resist persuasion attempts. We conclude that transparency pays off because it may entice a more sceptical audience and, at the same time, it does not harm less sceptical consumers' trust and purchase intentions.

“…However, it also suffers from the limitation of increased misinformation and rumours. It facilitates any influencer with even limited investment expertise to share their strategies and opinions, which is often blindly followed by other users without due research (Lopes & Goulart‐da‐Silva, 2021; Ma & McGroarty, 2017). The importance of information for investors is evident in making calculated financial decisions.…”

Section: Review Of Literature and Research Gapmentioning

confidence: 99%

Predicting the antecedents of consumers' intention toward purchase of mutual funds: A hybrid PLS‐SEM‐neural network approach

Mishra

Bansal

Maurya

et al. 2022

The current study intends to identify the behavioural antecedents of investors' attitude and investment intention toward mutual funds using a robust SEM‐ANN approach. It focuses on novel factors in the purview of the COVID‐19 pandemic, increasing digitalization and social media usage. The research outcome indicates that attitude (ATB), awareness (AW) and investment decision involvement (IDI) have a significant positive relation with investment intention (BI). In contrast, perceived barrier (PBR) negatively relates to investment intention. Herd behaviour (HB) and social media influence (SMI) do not influence investment intention toward mutual funds. Moreover, all the tested predictors share direct relation with the attitude toward mutual fund investment, barring perceived risk (PR), which has an inverse relationship. As per the outcome of ANN sensitivity analysis, attitude is the most crucial determinant of investment intention. It is followed by awareness (AW), perceived barriers (PBR) and investment decision involvement (IDI). Among the significant determinants of attitude, self‐efficacy (SE) is the most important determinant, followed by perceived usefulness (PU), perceived emergency (PEMER), subjective norms (SN) and perceived risk (PR).