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3.3c Positive Mood Obscures, Negative Mood Alerts: The Interplay between Mood and Disclosure Language on the Effectiveness of Native Advertising
Abstract
This study investigated the interplay between mood and disclosure type on consumers’ recognition and evaluation of native advertising. This research discovered that consumers are more likely to recognize the ad with an explicit rather than implicit disclosure label. Moreover, this study also suggested that consumers’ mood influence ad recognition, such that a negative mood is more likely than a positive mood to drive consumers to interpret the persuasive purpose of a native ad. More importantly, mood influences consumers’ evaluation of native advertisements with different levels of disclosure. Specifically, consumers in a positive mood evaluate a native ad with implicit disclosure more favorably than an ad with explicit disclosure. By contrast, consumers in a negative mood respond more positively to a native ad with explicit disclosure compared to an ad with implicit disclosure. In addition, this study identified persuasion knowledge and perceived manipulativeness as the underlying mechanisms that accounted for the effects of ad recognition on content liking. These results are believed to provide useful theoretical and practical implications to the field of native advertising.
First & Corresponding Author
Taylor Jing Wen, University of South Carolina
Authors in the order to be printed.
Taylor Jing Wen, University of South Carolina; Linwan Wu, University of South Carolina; Naa Amponsah Dodoo, Emerson College; Chris Noland, University of South Carolina; Eunice Kim, Ewha Womans University