Therefore, legislators responded to this criticism and created regulations that should help consumers recognize these contemporary forms of advertising. For legislators, insights from this study can aid decisions regarding native advertising disclosure regulations.
The complete hypothesized model is presented in Figure 1. There are several reasons for people to resist persuasive messages. Therefore, we expect that cognitive resistance leads to less favorable brand attitudes, which ultimately results in lower purchase intentions: Therefore, we propose a second path of resistance through which negative persuasion outcomes in response to a disclosure may be explained: To examine whether disclosures also achieve their goal of activating persuasion knowledge in the context of sponsored blogs and replicate prior findings from other contexts, we propose the following hypothesis: Abstract This article presents two studies examining the effects of disclosing online native advertising i.
For example, blogs in the United States may reachwww. To test this model, we conducted two experiments in which participants were exposed to sponsored blogs that included either no disclosure or a disclosure that explicitly stated that the brand paid for exposure in the blog to persuade the reader.
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.
Affective Resistance Although cognitions have been proposed as an important mediator for persuasion effects, people also tend to have affective responses toward persuasive messages.
These cognitions subsequently have an impact on attitudes and other related responses such as intentions and behavior. Boerman Find articles by Sophie C. Opree Find articles by Suzanna J. Find articles by Marieke L. Based on this, we propose the following path of cognitive resistance: In addition, Milne, Rohm, and Bahl found that employees disclosing their relationship with a company vs.
The realization that the blog has a commercial purpose may make the readers refute the claims made about the brand or product. In native advertising, there is no distinction between commercial content and real or authentic opinions, feelings, and experiences of the journalist or sender Chia, ; Pollit, 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.
But insights into the mechanisms explaining these effects of blog disclosures are lacking. In this study, we focus on a specific form of native advertising: However, so far only a handful of studies on blog disclosures have been conducted. By conducting two experiments, we could test whether the effects of disclosures generalize to different instances of sponsored blogs and, if so, provide a stronger basis for drawing conclusions.
Sponsoring blogs is prevalent, because many blogs and bloggers are highly popular as indicated by their readership. In line with this reasoning, research has indeed shown that critical feelings toward sponsored content result in less favorable brand attitudes Boerman et al.
We therefore expect that the activation of persuasion knowledge also leads to affective resistance toward the sponsored blog. We conducted two experiments that focus on two different types of blogs cooking vs. Specifically, counterarguing a persuasive message decreases persuasion in terms of attitudes Petty et al.
However, whether people indeed activate their persuasion knowledge in response to sponsored blog disclosures has not been examined until now.Effects of Disclosing Sponsored Content in Blogs.
Study 2 provides evidence for the use of cognitive and affective resistance mechanisms underlying the effect of disclosing sponsored content in blogs on persuasion outcomes. University of Amsterdam) is Research Executive at GfK, the Netherlands. She wrote her master thesis on the effects.
Master’s thesis Arts & Culture Studies Erasmus University Rotterdam | ESHCC Quirine Korteling | [email protected] Thesis advisor: Dr. Laura Braden Sample 17 - 19 Interview questions 19 – 22 4.
Results 22 – 54 Definition 22 - Risk Reporting: An Analysis of the German Banking Industry and 4) disclosures and time. The annual reports of a sample of German banks are studied and the disclosures are measured by using two disclosure index frameworks. The results provide a sound basis for future research like capital market research, event studies, and.
Master’s thesis The Master’s thesis is the final obligatory part of the study and earns the student 20 ECTS. contents page. Research requiring the adaptation of quantitative data or including sources that are difficult to access may produce fewer pages.
and appendices. please consult the Research Master. Dr. Stef Scagliola is a researcher at ESHCC. She is invovled in the following projects: It consists of more then life-history interviews from among a representative sample of Dutch war- and military mission veterans.
in and received the Jan Romein award for contemporary history for her master thesis. At the same faculty she. Fiction from the Periphery: How Dutch Writers Enter the Field of English-Language Literature Show all authors.
Nicky van Es. Nicky van Es. Erasmus University Rotterdam, Netherlands A case study of a group of Dutch publishers. Master Thesis, Sociology, Universiteit van .Download